The Effect of Service Quality on Insurance Participant Satisfaction at PT. Asabri (Persero) Manado Branch Office

Abstract

This study aims to determine and analyze the effect of service quality on insurance participant satisfaction at PT. ASABRI (Persero) KC Manado. Service quality is measured through five dimensions according to Kotler and Keller (2016), namely reliability, responsiveness, assurance, empathy, and tangibles, while participant satisfaction is measured through three indicators according to Tjiptono (2020), namely conformity to expectations, interest in re-following, and willingness to recommend. This study uses a quantitative approach with descriptive methods, field research, and library research. The research sample consisted of 43 respondents obtained through a non-probability sampling technique in the form of purposive sampling, with the number of samples calculated using the Cochran formula. Data were collected through a Likert scale questionnaire 1-5 and analyzed using validity tests, reliability tests, classical assumption tests, correlation analysis, and simple linear regression with the help of SPSS Statistics 27. The results showed that all instrument items were valid (r count ≥ 0.30) and reliable (Cronbach's Alpha X = 0.963; Y = 0.935). The residual data is normally distributed (Asymp. Sig. KS = 0.821), the relationship between variables is linear (Sig. Deviation from Linearity = 0.851), and there is no heteroscedasticity (Sig. Glejser Test = 0.968). The results of the correlation analysis show a strong and positive relationship between service quality and participant satisfaction (r = 0.752). The t-test results show a calculated t value of 7.312 > t table 2.020 with a significance of <0.001, so H0 is rejected and H1 is accepted. The R Square value of 0.566 indicates that service quality is able to explain 56.6% of the variation in participant satisfaction. Thus, it can be concluded that service quality has a positive and significant effect on insurance participant satisfaction at PT. ASABRI (Persero) KC Manado.