Published: 2026-07-27
The Influence of Service Quality, Marketing Mix, and Trust on Customer Satisfaction among KUR Loan Customers at PT Bank Negara Indonesia (Persero) Tbk Tanjungpinang Branch
DOI: 10.35870/ijmsit.v6i2.7831
Abstract
This study examines the influence of service quality, marketing mix, and trust on customer satisfaction among Kredit Usaha Rakyat (KUR) customers at PT Bank Negara Indonesia (Persero) Tbk, Tanjungpinang Branch. The research was motivated by a substantial decline in the number of KUR customers between 2022 and 2024, indicating potential challenges in maintaining customer satisfaction within the banking sector. Understanding the factors that shape customer satisfaction is essential for improving service performance and strengthening customer relationships, particularly in government-supported financing programs. A quantitative research design was employed using a survey method. Data were collected from 91 KUR customers through structured questionnaires measured on a Likert scale. The collected data were analyzed using multiple linear regression, supported by validity testing, reliability testing, classical assumption testing, t-tests, F-tests, and coefficient of determination analysis using SPSS 23. The findings reveal that service quality has a positive and significant effect on customer satisfaction (t = 6.095, p < 0.001). Similarly, the marketing mix significantly influences customer satisfaction (t = 5.027, p < 0.001), while trust also demonstrates a positive and significant effect (t = 2.363, p = 0.020). Furthermore, service quality, marketing mix, and trust jointly exert a significant influence on customer satisfaction (F = 188.818, p < 0.001). The model explains 86.2% of the variance in customer satisfaction. These findings highlight the strategic importance of delivering superior service quality, implementing effective marketing mix strategies, and fostering customer trust to enhance satisfaction and sustain the competitiveness of KUR banking services.
Keywords
Service Quality; Marketing Mix; Trust; Customer Satisfaction; KUR Customers
Article Information
This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 6 No. 2 (2026)
-
Section: Articles
-
Published: 2026-07-27
-
License: CC BY 4.0
-
Copyright: © 2026 Authors
-
DOI: 10.35870/ijmsit.v6i2.7831
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.
Qorina Amalia, Universitas Pendidikan Ganesha
Master of Management Program, Universitas Pendidikan Ganesha, Buleleng Regency, Bali Province, Indonesia
Putu Indah Rahmawati, Universitas Pendidikan Ganesha
Master of Management Program, Universitas Pendidikan Ganesha, Buleleng Regency, Bali Province, Indonesia
Ni Luh Wayan Sayang Telagawathi, Universitas Pendidikan Ganesha
Master of Management Program, Universitas Pendidikan Ganesha, Buleleng Regency, Bali Province, Indonesia
-
Akbar, Y. R., Pardede, R., Sari, M., Ronaldi, A., & Halim, A. (2023). Analisis Tingkat Kepuasan Pelanggan Terhadap Pelayanan Jasa Salon (Studi Kasus Pada Berlin Salon Pekanbaru). Jurnal Pustaka Manajemen (Pusat Akses Kajian Manajemen), 3(1), 16-20. https://doi.org/10.55382/jurnalpustakamanajemen.v3i1.531
-
Alma, B. (2021). Manajemen Pemasaran Dan Jasa. Alfabeta.
-
Artha, P. P. D., & Suprapti, N. W. S. (2023). Customer Satisfaction Role in Mediating the Influence of Service Quality and Promotional Appeal on Electronic Word of Mouth. International Journal of Social Science and Business, 7(4), 1012–1021. https://doi.org/10.23887/ijssb.v7i4.67341
-
Cahyadi, I. M. W., & Telagawathi, N. L. W. S. (2022). Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Kepuasan Pelanggan Kain Endek di Kabupaten Buleleng. Prospek: Jurnal Manajemen Dan Bisnis, 3(2), 173–177. https://doi.org/10.23887/pjmb.v3i2.31904
-
Cesariana, C., Juliansyah, F., & Fitriyani, R. (2022). Model Keputusan Pembelian Melalui Kepuasan Konsumen Pada Marketplace: Kualitas Produk Dan Kualitas Pelayanan (Literature Review Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 211–224. https://doi.org/10.38035/jmpis.v3i1.867
-
Gunawan, K. A., & Putra, omang E. S. (2024). Pengaruh Kualitas Pelayanan Dan Kepercayaan Terhadap Kepuasan Nasabah Di Koperasi Dharma Artha Desa Jinengdalem. Prospek: Jurnal Manajemen Dan Bisnis, 6(3), 421–430. https://doi.org/10.23887/pjmb.v6i3.76569
-
Julia, P. P. A., & Suci, N. M. (2023). Pengaruh Promosi Penjualan, Kualitas Pelayanan Dan Citra Perusahaan terhadap Kepuasan Nasabah di LPD Desa Ringdikit. Prospek: Jurnal Manajemen Dan Bisnis, 5(2), 233–240. https://doi.org/10.23887/pjmb.v5i2.61167
-
Kotler, P., & Amstrong, G. (2021). Dasar-Dasar Pemasaran Jilid I (A. S. dan B. Molan (ed.); 1st ed.). Prenhalindo.
-
Kotler, P., & Keller, K. L. (2021). Marketing Management (16th ed.). Pearson Education.
-
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16th ed.). Pearson Education.
-
Mauliansyah, M. A. P. P., & Ghalib, S. (2024). Pengaruh Kualitas Layanan Terhadap Kepuasan Nasabah (Studi Pada Nasabah Kredit KURBank Kalsel KCP Kayutangi). Jurnal Bisnis Dan Pembangunan, 13(2), 191–203. https://doi.org/10.20527/r4nzv480
-
Parasuraman, Zeithaml, V. A., & Berry, L. L. (2022). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. 1988, 64(1), 12-40.
-
Riyanto, V., & Tunjungsari, H. K. (2020). Kualitas layanan dan nilai yang dipersepsikan terhadap niat pembelian pengguna jasa MRT dengan kepuasan pelanggan sebagai mediasi. Jurnal Manajerial Dan Kewirausahaan, 2(3), 838-846. https://doi.org/10.24912/jmk.v2i3.9598
-
Rumiyati, & Syafarudin, A. (2021). The Influence of Service Quality, Marketing Mix, on Bank Customer Satisfaction in the Era Covid-19. Ilomata International Journal of Tax and Accounting, 2(1), 84–96. https://doi.org/10.52728/ijtc.v2i1.206.
-
Santoso, B., & Alawiyah, T. (2021). Service Quality as A Measurement of Customer Satisfaction of Indonesian Sharia Bank Using Important Performance Analysis Method. International Journal of Social Science and Business, 5(2), 291–296. https://doi.org/10.23887/ijssb.v5i2.36183
-
Sari, R. A., Aswar, N. F., & Aslam, A. P. (2022). Pengaruh Kualitas Layanan Dan Kepercayaan Terhadap Kepuasan Nasabah Pada PT. Bank Sulselbar. Jurnal Manajemen, 2(2), 120–125. https://doi.org/10.26858/jm.v2i2.42329
-
Supertini, N. P. S., Telagawathi, N. L. W. S., & Yulianthini, N. N. (2020). Pengaruh Kepercayaan Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Pada Pusaka Kebaya Di Singaraja. Prospek: Jurnal Manajemen Dan Bisnis, 2(1), 61–73. https://doi.org/10.23887/pjmb.v2i1.26201
-
Tjiptono, F. (2022). Manajemen dan Strategi Kepuasan Pelanggan. CV. Andi.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.