The Effect of Service Quality on Customer Satisfactin at PT. Pegadaian (Persero) CPS Datoe Binangkang Kotamobagu City

Abstract

In the era of globalization and increasingly fierce business competition, companies are required to develop strategies to maintain their existence and achieve success through increased customer satisfaction. This study analyzes the effect of service quality on customer satisfaction at PT. Pegadaian (Persero) CPS Datoe Binangkang Kotamobagu City, especially in sharia pawnshops services which offer alternative sharia-based financial solutions. Based on Kotler's theoretical framework regarding the comparison of expectations with real performance and Parasuraman's theory of the five dimensions of service quality (tangible, reliability, responsiveness, assurance, empathy), this study uses a quantitative approach with associative methods. Primary data were obtained through questionnaires from 98 respondents sampled by stratified random sampling, while secondary data supported the analysis through documentation and related literature. The results show that optimal service quality - especially in the aspects of timeliness, friendliness, and security assurance - has a significant impact on the level of customer satisfaction, which in turn increases loyalty and company reputation. The findings provide strategic recommendations for the development of infrastructure, digital services, and sharia-based employee training to achieve more effective and efficient service performance, and support local economic growth through increased access to finance.