Pengaruh Kualitas Layanan (Assurance) Terhadap Kepuasan Nasabah Pada Bank BRI Cabang Bengkalis

This study aims to analyze the influence of assurance service quality on customer satisfaction at BRI Bank, Bengkalis Branch. The research employs a quantitative approach with an associative research type. Data collection was conducted through the distribution of questionnaires to customers of BRI Bank, Bengkalis Branch, with a total of 100 respondents. The data obtained were analyzed using validity and reliability tests, classical assumption tests, simple linear regression analysis, and hypothesis testing (t-test). The results showed that the average score for assurance service quality was 4.42, which falls into the very high category, indicating that the assurance service quality of BRI Bank, Bengkalis Branch, is considered very good by its customers. Customer satisfaction also had an average score of 4.32, which is also in the very high category, indicating that customers are highly satisfied with the services provided. Based on the t-test results, the calculated t-value was 13.702 > t-table 1.984 with a significance value of 0.000 < α = 0.05, indicating that assurance service quality has a positive and significant influence on customer satisfaction. Therefore, the alternative hypothesis (Ha) is accepted and the null hypothesis (H₀) is rejected. The influence of assurance service quality on customer satisfaction at Bank BRI Bengkalis Branch is 65.7%, while the remaining 34.3% is influenced by other variables not examined in this study, such as empathy, responsiveness, tangibles and reliability.