The Effect Of Service Quality On Customer Satisfaction Of Brilink Parmono Agents In Bangko Sempurna District , Rokan Hilir Regency
Keywords:
Service Quality, Customer Satisfaction, BRILink
Abstract
This study aims to analyze the effect of service quality on customer satisfaction at BRILink Agent Parmono in Bangko Perfect District, Rokan Hilir Regency. The research method used is descriptive quantitative with a sample of 75 respondents selected through purposive sampling technique based on the Slovin formula. Data were collected through a closed questionnaire with a five-point Likert scale and analyzed using validity tests, reliability tests, simple linear regression analysis, hypothesis testing (t-test), and coefficient of determination (R²) with SPSS version 26. 0.05. The coefficient of determination (R²) of 0.897 indicates that service quality explains 89.7% of the variation in customer satisfaction, while the remaining 10.3% is influenced by other variables outside this study. The regression coefficient of 0.531 indicates that every one-unit increase in service quality will increase customer satisfaction by 0.531 units. These findings suggest that the better the service quality provided, the higher the customer satisfaction at BRILink Agent Parmono .
References
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Andriyani, M., & Ardianto, R. (2020). The Influence of Service Quality and Product Quality on Bank Customer Satisfaction. EKOMABIS: Journal of Business Management Economics , 1 (02), 133–140. https://doi.org/10.37366/ekomabis.v1i02.73
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Exreana, M., Lucky, K., & Tamengkel, F. (2021). The Effect of Service Quality on Consumer Satisfaction at Benteng Resort Batu Putih. Productivity , 2 (6), 511–517. https://ejournal.unsrat.ac.id/v3/index.php/productivity/article/view/36395
Handayani, PT, Wijono, D., & Sulistyowati, E. (2022). ANALYSIS OF THE EFFECT OF SERVICE QUALITY ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS A MEDIATION VARIABLE. Journal of Economics, Management, Business and Accounting , 1 (4), 655–665.
Jalaludin, J. (2021). The Influence of Service Quality on Consumer Satisfaction at PT Bina Sejahtera Bangun Persada Serang Banten. AKADEMIC: Journal of Economics & Business Students , 1 (2), 40–48. https://doi.org/10.37481/jmeb.v1i2.212
Kalangi, BMJAF, & Punuindoong, AY (2021). The Effect of Service Quality on Customer Satisfaction at Ando Tombatu Motorcycle Repair Shop. Scientific Journal of Management and Entrepreneurship , 2 (1), 42–46.
Kapiso, L., & Andriana, R. (2025). The Effect of Service Quality on Customer Satisfaction at D'Talaga Restaurant and Villa's Kotamobagu. RIGGS: Journal of Artificial Intelligence and Digital Business , 4 (2), 6806–6814. https://doi.org/10.31004/riggs.v4i2.1747
Kumrotin, EL, & Susanti, A. (2021). The Effect of Product Quality, Price, and Service Quality on Consumer Satisfaction at Cafe Ko.We.Cok in Solo. J-MIND (Jurnal Manajemen Indonesia) , 6 (1), 1–13. https://doi.org/10.29103/j-mind.v6i1.4870
Kurniawati, V., Muzammil, M., Alfitri, N., & Sanjaya, VF (2024). The Influence of Service Quality on Consumer Satisfaction. Lentera Bisnis Manajemen Journal , 2 (1), 21–25.
Mahira, Prasetyo Hadi, HN (2021). THE EFFECT OF PRODUCT QUALITY AND SERVICE QUALITY ON INDIHOME CUSTOMER SATISFACTION. Journal Of Communication Education , 2 , 1267–1283.
Marpaung, JEP, Suharjo, B., & Heryawan, Y. (2022). THE EFFECT OF BRILINK AGENT OFFICER SERVICE QUALITY (PAB) ON BRILINK AGENT LOYALTY. Journal of Management and Business Applications , 8 (1), 144–158.
Monica, C., & Marlius, D. (2023). The effect of service quality on customer satisfaction at Bank Nagari, Muaralabuh branch. Jurnal Pundi , 7 (1), 53. https://doi.org/10.31575/jp.v7i1.465
Mujiaty, Y., Novayanti, D., Nurjanah, S., & Apriliani, S. (2021). THE EFFECT OF RELIABILITY AND WARRANTY MIX ON CUSTOMER SATISFACTION AT WEST JAKARTA'S HOURLY MOTOR SCOOTER WORKSHOP. Jurnal AKRAB JUARA , 6 (3), 75–83.
Paputungan, T., Tamengkel, LF, Walangitan, OFC, Bisnis, A., & Administrasi, JI (2021). The Effect of Service Quality on Customer Satisfaction at PT JNE Kotamobagu. Productivity , 2 (5), 397–402.
Parasuraman Zeithaml. (2022). The Influence of Service Quality on Consumer Satisfaction (Study on Consumers of “Warung Bek Mu 2” Banjaranyar Paciran Lamongan). Service Marketing , 1 (1), 15.
Putri, FK, Tumbel, AL, & Djemly, W. (2021). Effect of Service Quality and Customer Satisfaction on Customer Loyalty At Pt. Matahari Department Store in Mantos 2. EMBA Journal , 9 (1), 1428–1438.
Putri, ND, Novitasari, D., Yuwono, T., & Asbari, M. (2021). THE EFFECT OF PRODUCT QUALITY AND SERVICE QUALITY ON CUSTOMER SATISFACTION. The Influence of Product Quality and Service Quality on Customer Satisfaction , 15 (1), 30–47.
Raintung, RNR, Kalangi, JAF, & Tamengkel, LF (2021). Service Quality on Customer Satisfaction at Glad Beauty Care Manado. Productivity , 2 (2), 140–145.
Ratnasari, E. (2023). THE ROLE OF BRILink AGENTS. FOCUS: Scientific Publication for Students, Teaching Staff, and Alumni of Kapuas Sintang University , 21 (1). https://doi.org/10.51826/fokus.v21i1.734
Reza Nurul Ichsan, AK (2021). Service quality towards customer satisfaction of PT. Jasa Raharja Medan. Journal of Social Humanities Education Research , 6 (1), 1–4.
Riyanto, K., & Satinah. (2023). The Effect of Pricing, Product Quality, and Service Quality on Customer Satisfaction. Lentera Jurnal Manajemen Pemasaran , 01 (01), 30–37. https://lenteranusa.id/
Salman, BA, Muzakkir, & Naida. (2023). The Effect of Service Quality on Consumer Satisfaction at Lamaddukelleng Sengkang Regional Hospital, Wajo Regency. PRECISE: Journal of Economic , 2 (1), 37–43.
Saputra, S., & Apriliani, AS (2022). The effect of Post Service Follow Up (PSFU) service quality on customer satisfaction at PT. Astra International Tbk-Toyota Sales Operation (TSO) Auto2000, Pasteur branch, Bandung City. Journal of Business and Marketing , 12 (2), 1–14. https://ejurnal.ulbi.ac.id/index.php/promark/article/view/2577/1028
Septia, E., Fasa, MI, & Suharto, S. (2023). The Influence of Service Quality on Sharia Bank Customer Satisfaction. Journal of Accounting, Management, Business and Technology (AMBITEK) , 3 (1), 53–62. https://doi.org/10.56870/ambitek.v3i1.65
Tampaguma, IK, Kalangi, JA ., & Walangitan, O. (2022). The Effect of Service Quality on Customer Satisfaction at Miangas Bahu Ice House, Manado City. Productivivty , 3 (1), 7–12.
Teressa, B., Lukito, JI, Aprilia, A., & Andreani, F. (2024). The Effect of Product Quality and Service Quality on Consumer Satisfaction and Repurchase Intention at Wizz Drive Thru Gelato Surabaya. Journal of Marketing Management , 18 (1), 1–14. https://doi.org/10.9744/pemasaran.18.1.1-14
Winata, E. (2023). The Effect of Service Quality, Facilities and Location on Customer Satisfaction. International Journal of Law Policy and Governance , 2 (1), 1–2. https://doi.org/10.54099/ijlpg.v2i1.546
Wulandari, F., & Surianto, M.A. (2024). The Influence of Service Quality, Price and Delivery Accuracy on Customer Satisfaction at PT YZ. Innovation Research Journal , 5 (1), 51. https://doi.org/10.30587/innovation.v5i1.7789
Yunita M. Sumual, JAF Kalangi, & Danny DS Mukuan. (2021). The Influence of Service Quality on Customer Satisfaction at PT Otomoto Mantos. Productivity , 2 (5), 397.
Zalelawati, S., & Marlita, T. (2023). The Influence of Service Quality on Customer Satisfaction in Islamic Banks. Indonesian Multidisciplinary Journal , 2 (6), 1020–1026.
Adnyana, IM, Yulianah, & Primasari, AH (2020). Analysis of the Effect of Service Quality on Customer Loyalty in Mediation by Customer Satisfaction at Loka Supermarket Cibubur. International Journal of Science and Society , 2 (4), 147–158. https://doi.org/10.54783/ijsoc.v2i4.200
Agung, RAK, Kurniawan, AP, & Juru, P. (2023). The Influence of Service Quality on Customer Satisfaction at PT. Borwita Citra Prima Maumere. Student Research Journal , 3 (1), 19–31.
Alexandro, R., Uda, T., Hariatama H., F., & Lestari, U. (2021). The Effect of Employee Performance on Consumer Satisfaction at Setia Hotel, Puruk Cahu, Murung Raya. International Journal of Social Science and Business , 5 (3), 399. https://doi.org/10.23887/ijssb.v5i3.38211
Alfajar, F., Polii, J., Studi, P., & Publik, A. (2021). THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION AT MAKASSAR JEANS HOUSE, PALU CITY. Journal of Administration and Management Public Literacy , 1 (1), 37–50.
Alia Mumtaza, F., & Millanyani, H. (2023). The Influence of Service Quality on Customer Satisfaction in Urban Travel. JIMEA | MEA Scientific Journal (Management, Economics, and Accounting) , 7 (2), 1645–1661.
Andriyani, M., & Ardianto, R. (2020). The Influence of Service Quality and Product Quality on Bank Customer Satisfaction. EKOMABIS: Journal of Business Management Economics , 1 (02), 133–140. https://doi.org/10.37366/ekomabis.v1i02.73
Anggapratama, R., & Irnawati, D. (2023). The Effect of Service Quality on Customer Satisfaction at Indomaret Raya Lettu Suyitno Bojonegoro Branch. Alwatzikhoebillah Journal: Islamic Studies, Education, Economics, Humanities , 9 (2), 341–350. https://doi.org/10.37567/alwatzikhoebillah.v9i2.1811
Annisa, N., Husnurrofiq, H., & Kadir, A. (2023). Analysis of the Influence of Service Quality on Customer Satisfaction at Caffe Titik Koma Banjarmasin. Scientific Journal of Islamic Banking Students (JIMPA) , 3 (2), 297–314. https://doi.org/10.36908/jimpa.v3i2.226
Ardista, R. (2021). The Influence of Service Quality on Customer Satisfaction at PT. Langit Membiru Wisata Bogor. Parameter , 6 (1), 38–49. https://doi.org/10.37751/parameter.v6i1.160
Budiarno, B., Udayana, IBN, & Lukitaningsih, A. (2022). The Influence of Service Quality and Product Quality on Customer Satisfaction in Forming Customer Loyalty. Equilibrium: Journal of Educational and Economic Research , 19 (02), 226–233. https://doi.org/10.25134/equi.v19i02.4531
Christono, AB (2022). The Effect of Service Quality and Price on Customer Satisfaction. UBS Journal of Economics and Business , 8 (1), 1–17. https://doi.org/10.52644/joeb.v8i1.13
Exreana, M., Lucky, K., & Tamengkel, F. (2021). The Effect of Service Quality on Consumer Satisfaction at Benteng Resort Batu Putih. Productivity , 2 (6), 511–517. https://ejournal.unsrat.ac.id/v3/index.php/productivity/article/view/36395
Handayani, PT, Wijono, D., & Sulistyowati, E. (2022). ANALYSIS OF THE EFFECT OF SERVICE QUALITY ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS A MEDIATION VARIABLE. Journal of Economics, Management, Business and Accounting , 1 (4), 655–665.
Jalaludin, J. (2021). The Influence of Service Quality on Consumer Satisfaction at PT Bina Sejahtera Bangun Persada Serang Banten. AKADEMIC: Journal of Economics & Business Students , 1 (2), 40–48. https://doi.org/10.37481/jmeb.v1i2.212
Kalangi, BMJAF, & Punuindoong, AY (2021). The Effect of Service Quality on Customer Satisfaction at Ando Tombatu Motorcycle Repair Shop. Scientific Journal of Management and Entrepreneurship , 2 (1), 42–46.
Kapiso, L., & Andriana, R. (2025). The Effect of Service Quality on Customer Satisfaction at D'Talaga Restaurant and Villa's Kotamobagu. RIGGS: Journal of Artificial Intelligence and Digital Business , 4 (2), 6806–6814. https://doi.org/10.31004/riggs.v4i2.1747
Kumrotin, EL, & Susanti, A. (2021). The Effect of Product Quality, Price, and Service Quality on Consumer Satisfaction at Cafe Ko.We.Cok in Solo. J-MIND (Jurnal Manajemen Indonesia) , 6 (1), 1–13. https://doi.org/10.29103/j-mind.v6i1.4870
Kurniawati, V., Muzammil, M., Alfitri, N., & Sanjaya, VF (2024). The Influence of Service Quality on Consumer Satisfaction. Lentera Bisnis Manajemen Journal , 2 (1), 21–25.
Mahira, Prasetyo Hadi, HN (2021). THE EFFECT OF PRODUCT QUALITY AND SERVICE QUALITY ON INDIHOME CUSTOMER SATISFACTION. Journal Of Communication Education , 2 , 1267–1283.
Marpaung, JEP, Suharjo, B., & Heryawan, Y. (2022). THE EFFECT OF BRILINK AGENT OFFICER SERVICE QUALITY (PAB) ON BRILINK AGENT LOYALTY. Journal of Management and Business Applications , 8 (1), 144–158.
Monica, C., & Marlius, D. (2023). The effect of service quality on customer satisfaction at Bank Nagari, Muaralabuh branch. Jurnal Pundi , 7 (1), 53. https://doi.org/10.31575/jp.v7i1.465
Mujiaty, Y., Novayanti, D., Nurjanah, S., & Apriliani, S. (2021). THE EFFECT OF RELIABILITY AND WARRANTY MIX ON CUSTOMER SATISFACTION AT WEST JAKARTA'S HOURLY MOTOR SCOOTER WORKSHOP. Jurnal AKRAB JUARA , 6 (3), 75–83.
Paputungan, T., Tamengkel, LF, Walangitan, OFC, Bisnis, A., & Administrasi, JI (2021). The Effect of Service Quality on Customer Satisfaction at PT JNE Kotamobagu. Productivity , 2 (5), 397–402.
Parasuraman Zeithaml. (2022). The Influence of Service Quality on Consumer Satisfaction (Study on Consumers of “Warung Bek Mu 2” Banjaranyar Paciran Lamongan). Service Marketing , 1 (1), 15.
Putri, FK, Tumbel, AL, & Djemly, W. (2021). Effect of Service Quality and Customer Satisfaction on Customer Loyalty At Pt. Matahari Department Store in Mantos 2. EMBA Journal , 9 (1), 1428–1438.
Putri, ND, Novitasari, D., Yuwono, T., & Asbari, M. (2021). THE EFFECT OF PRODUCT QUALITY AND SERVICE QUALITY ON CUSTOMER SATISFACTION. The Influence of Product Quality and Service Quality on Customer Satisfaction , 15 (1), 30–47.
Raintung, RNR, Kalangi, JAF, & Tamengkel, LF (2021). Service Quality on Customer Satisfaction at Glad Beauty Care Manado. Productivity , 2 (2), 140–145.
Ratnasari, E. (2023). THE ROLE OF BRILink AGENTS. FOCUS: Scientific Publication for Students, Teaching Staff, and Alumni of Kapuas Sintang University , 21 (1). https://doi.org/10.51826/fokus.v21i1.734
Reza Nurul Ichsan, AK (2021). Service quality towards customer satisfaction of PT. Jasa Raharja Medan. Journal of Social Humanities Education Research , 6 (1), 1–4.
Riyanto, K., & Satinah. (2023). The Effect of Pricing, Product Quality, and Service Quality on Customer Satisfaction. Lentera Jurnal Manajemen Pemasaran , 01 (01), 30–37. https://lenteranusa.id/
Salman, BA, Muzakkir, & Naida. (2023). The Effect of Service Quality on Consumer Satisfaction at Lamaddukelleng Sengkang Regional Hospital, Wajo Regency. PRECISE: Journal of Economic , 2 (1), 37–43.
Saputra, S., & Apriliani, AS (2022). The effect of Post Service Follow Up (PSFU) service quality on customer satisfaction at PT. Astra International Tbk-Toyota Sales Operation (TSO) Auto2000, Pasteur branch, Bandung City. Journal of Business and Marketing , 12 (2), 1–14. https://ejurnal.ulbi.ac.id/index.php/promark/article/view/2577/1028
Septia, E., Fasa, MI, & Suharto, S. (2023). The Influence of Service Quality on Sharia Bank Customer Satisfaction. Journal of Accounting, Management, Business and Technology (AMBITEK) , 3 (1), 53–62. https://doi.org/10.56870/ambitek.v3i1.65
Tampaguma, IK, Kalangi, JA ., & Walangitan, O. (2022). The Effect of Service Quality on Customer Satisfaction at Miangas Bahu Ice House, Manado City. Productivivty , 3 (1), 7–12.
Teressa, B., Lukito, JI, Aprilia, A., & Andreani, F. (2024). The Effect of Product Quality and Service Quality on Consumer Satisfaction and Repurchase Intention at Wizz Drive Thru Gelato Surabaya. Journal of Marketing Management , 18 (1), 1–14. https://doi.org/10.9744/pemasaran.18.1.1-14
Winata, E. (2023). The Effect of Service Quality, Facilities and Location on Customer Satisfaction. International Journal of Law Policy and Governance , 2 (1), 1–2. https://doi.org/10.54099/ijlpg.v2i1.546
Wulandari, F., & Surianto, M.A. (2024). The Influence of Service Quality, Price and Delivery Accuracy on Customer Satisfaction at PT YZ. Innovation Research Journal , 5 (1), 51. https://doi.org/10.30587/innovation.v5i1.7789
Yunita M. Sumual, JAF Kalangi, & Danny DS Mukuan. (2021). The Influence of Service Quality on Customer Satisfaction at PT Otomoto Mantos. Productivity , 2 (5), 397.
Zalelawati, S., & Marlita, T. (2023). The Influence of Service Quality on Customer Satisfaction in Islamic Banks. Indonesian Multidisciplinary Journal , 2 (6), 1020–1026.
Published
2026-04-13
How to Cite
Thiara Amalia Fadly, & M. Irwansyah Hasibuan. (2026). The Effect Of Service Quality On Customer Satisfaction Of Brilink Parmono Agents In Bangko Sempurna District , Rokan Hilir Regency. International Journal of Business and Quality Research, 4(02), 119-136. https://doi.org/10.63922/ijbqr.v4i02.3171
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