PENGARUH PERSEPSI MANFAAT ASURANSI JIWA KREDIT KONSUMER ASN TERHADAP KEPUASAN NASABAH(Studi Kasus PT. Bank Pembangunan Daerah Jawa Baratdan Banten, Tbk. Kantor Cabang Labuan)

Abstract

This study aims to analyze the effect of perceived benefits of consumer credit life insurance for Civil Servants (ASN) on customer satisfaction at PT Bank Pembangunan Daerah Jawa Barat dan Banten Tbk., Labuan Branch Office. This research employed a quantitative approach using a survey method involving 50 ASN customers who utilized consumer credit facilities accompanied by credit life insurance. Data were collected through questionnaires and analyzed using simple linear regression with SPSS. The results indicate that perceived benefits have a positive and significant effect on customer satisfaction, with a t-value of 8.284 and a significance value of 0.000 < 0.05. The regression equation obtained was Y = 6.558 + 0.794X. The coefficient of determination (R²) of 0.588 indicates that perceived benefits explain 58.8% of customer satisfaction, while the remaining 41.2% is influenced by other factors outside the study. These findings suggest that higher perceived benefits lead to higher customer satisfaction with banking services.