PENGARUH KUALITAS PELAYANAN DAN KEPUASAN NASABAH TERHADAP KEPUTUSAN PENGGUNAAN JASA PT. PEGADAIAN UNIT PELAYANAN CABANG BAROMBONG

Miswa Adelia. 2025. The Influence of Service Quality and Customer Satisfaction on the Decision to Use the Services of PT. Pegadaian Barombong Branch Service Unit, supervised by Mutiarini Mubyl and Nur Syamsinar Munir.
This study aims to analyze the influence of service quality, customer satisfaction, and the decision to use the services of PT. Pegadaian Barombong Branch Service Unit.
The study employed a quantitative approach, distributing questionnaires designed using a Likert scale to measure respondents’ perceptions regarding the variables of service quality, costumer satisfaction, and the decision to use services. Data was collected from 130 costumer respondents at PT. Pegadaian Barombong Branch Service Unit using the JASP application to understand the relationships between these variables.
The research findings indicate that: (1) There is a positive and significant influence between service quality and costumer satisfaction on the decision to use services. (2) The variable of customer satisfaction has the most dominant influence on the decision to use the service of PT.\ Pegadaian Barombong Branch Service Unit.