The Influence of Service Quality, Transaction Speed, Customer Trust, and Product Innovation on Customer Satisfaction
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This study aims to analyze the influence of service quality, transaction speed, customer trust, and product innovation on customer satisfaction at PT BPR Magga Jaya Utama. A total of 100 respondents were involved through the distribution of questionnaires, and the data were analyzed using SPSS software version 25. The results of the regression analysis indicate that service quality does not have a statistically significant effect on customer satisfaction, as evidenced by a significance value of 0.147 (> 0.05). In contrast, transaction speed (0.039), customer trust (0.001), and product innovation (0.002) show a significant positive influence on customer satisfaction. A simultaneous test of the four independent variables yielded a significance value of 0.000 (< 0.05), indicating that collectively, these variables have a significant impact on the level of customer satisfaction. These findings underscore that transaction speed, trust, and product innovation are the principal determinants of customer satisfaction in microfinance institutions such as BPR (Rural Banks). While service quality remains relevant, other functional and emotional factors exert a greater influence in shaping customers' positive perceptions of financial institutions. The practical implication of this study is the necessity for BPR management to prioritize transaction efficiency, foster trust, and develop innovative products as strategic measures to enhance customer satisfaction and loyalty. This research contributes to the development of customer experience–based service strategies in the financial services sector, particularly within micro and medium-scale banking institutions.
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