SERVICE QUALITY AND BANK FACILITIES AS DRIVERS OF BANK REPUTATION AND CUSTOMER SATISFACTION

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan fasilitas bank terhadap reputasi bank serta kepuasan nasabah pada Perumda Bank BPR Rokan Hulu. Persaingan yang semakin ketat dalam industri perbankan mendorong bank untuk meningkatkan daya saing melalui penyediaan fasilitas yang memadai, penguatan reputasi, dan peningkatan kepuasan nasabah. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Data diperoleh melalui penyebaran kuesioner kepada nasabah Perumda Bank BPR Rokan Hulu yang dipilih menggunakan teknik purposive sampling (325 responden). Variabel yang diteliti meliputi kualitas pelayanan, fasilitas bank, reputasi bank, dan kepuasan nasabah. Hasil penelitian menunjukkan bahwa kualitas pelayanan tidak berpengaruh signifikan terhadap reputasi bank maupun kepuasan nasabah. Sebaliknya, fasilitas bank berpengaruh positif dan signifikan terhadap reputasi bank serta kepuasan nasabah. Selain itu, reputasi bank terbukti berpengaruh positif dan signifikan terhadap kepuasan nasabah, serta menjadi faktor yang paling dominan dalam meningkatkan kepuasan nasabah. Temuan ini mengindikasikan bahwa peningkatan kualitas fasilitas dan penguatan reputasi bank merupakan strategi yang lebih efektif dalam meningkatkan kepuasan nasabah dibandingkan hanya berfokus pada peningkatan kualitas pelayanan. Penelitian ini memberikan kontribusi empiris terhadap pengembangan literatur pemasaran jasa dan manajemen perbankan, khususnya mengenai faktor-faktor yang memengaruhi reputasi bank dan kepuasan nasabah pada konteks bank perekonomian rakyat di Indonesia.

This study examines the effects of service quality and bank facilities on bank reputation and customer satisfaction at Perumda Bank BPR Rokan Hulu. As competition in the banking industry intensifies, regional rural banks are required to strengthen their competitiveness by improving service quality, enhancing banking facilities, and maintaining a positive reputation to achieve higher customer satisfaction. A quantitative research design was employed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach. Data were collected through questionnaires administered to customers of Perumda Bank BPR Rokan Hulu, and respondents were selected using purposive sampling (325 respondents). The study investigated four constructs: service quality, bank facilities, bank reputation, and customer satisfaction. The findings reveal that service quality has no significant effect on either bank reputation or customer satisfaction. In contrast, bank facilities have a positive and significant effect on both bank reputation and customer satisfaction. Furthermore, bank reputation significantly enhances customer satisfaction and emerges as the strongest predictor in the structural model. These findings suggest that improving banking facilities and strengthening institutional reputation are more effective strategies for increasing customer satisfaction than focusing solely on service quality. The study contributes to the banking and marketing literature by providing empirical evidence on the determinants of bank reputation and customer satisfaction in the context of regional rural banking in Indonesia.