Pengaruh Kualitas Layanan, Kepercayaan, dan Citra Perusahaan terhadap Kepuasan Pelanggan pada PT. Cakrawala Citramega Multifinance

PT. Cakrawala Citramega Multifinance was engaged in financial lending services
which had been established since 2001. This research entitled The Influence of
Service Quality, Trust, and Company Image on Customer Satisfaction at PT.
Cakrawala Citramega Multifinance. The population in this research were all
customers of PT. Cakrawala Citramega Multifinance, amounting to 803 customers.
The number of samples taken was 89 respondents where the number of samples was
determined by the Slovin formula. The side technique used was purposive sampling.
This research was conducted in 2021. This research used quantitative data processed
by SPSS with multiple linear regression models. The results showed that service
quality, trust, and company image had a positive and significant effect on customer
satisfaction at PT. Cakrawala Citramega Multifinance either partially or
simultaneously. Service quality was the most dominant variable affecting customer
satisfaction with a regression value of 0.462 and tcount of 6.661. 94.0% customer
satisfaction can be explained and obtained from service quality, trust, and company
image, while the rest was by other factors. Customer satisfaction had a very strong /
close relationship to service quality, trust, and company image.
Keywords: Service Quality, Trust, Company Image, Customer Satisfaction