The Influence of Digital Services on Customer Satisfaction at PT Bank Central Asia Tebet Barat Branch Office

Abstract

This study aims to determine whether digital services influence customer satisfaction at the PT Bank Central Asia Tebet Barat Branch Office. This is a quantitative study, as it focuses on numerical data processed using statistical methods. Data was collected via a survey using incidental sampling. The study population consisted of 62 individuals, with a sample size of 62 respondents. Analysis of the simple regression equation for the two variables yielded the formula Y = 31 + 0.3244X. It can be concluded that digital services (X) have a positive influence on customer satisfaction (Y). The product-moment correlation coefficient was 0.629, indicating a strong positive relationship between digital services and customer satisfaction. Additionally, the relationship between product differentiation and consumer loyalty—measured by the coefficient of determination—was found to be 39%; hypothesis testing revealed a calculated t-value (t-count) of 6.271 against a critical t-value (t-table) of 2.000, leading to the acceptance of the alternative hypothesis (Ha) and the rejection of the null hypothesis (Ho).