The Effect of Perceived Ease of Use, Service Quality and Location on Customer Satisfaction with Brilink Agent Services in Banyumas Regency

The growth in the number of BRILink Agents in Banyumas Regency has not been fully matched by optimal customer satisfaction, as issues such as network disruptions, transaction delays, varying administrative fees, and hard-to-reach agent locations persist. This study aims to analyze the influence of perceived ease of use, service quality, and location on customer satisfaction regarding BRILink Agent services in Banyumas Regency, both partially and simultaneously. A quantitative approach was employed using a survey method with a 5-point Likert scale questionnaire. The sample was selected using purposive sampling (a non-probability sampling technique), resulting in 102 respondents. Data analysis was conducted using multiple linear regression with IBM SPSS Statistics version 22. The results indicate that perceived ease of use has a positive and significant effect on customer satisfaction (t-count 3.193 > t-table 1.984; sig. 0.002). Service quality also has a positive and significant effect (t-count 4.919 > t-table 1.984; sig. 0.000) and serves as the most dominant variable (beta 0.421). Meanwhile, location has a positive but insignificant effect (t-count 1.812 < t-table 1.984; sig. 0.073). Simultaneously, the three variables have a positive and significant effect on customer satisfaction (F-count 20.281 > F-table 2.70; sig. 0.000), with an Adjusted R-Square value of 0.364 (36.4%). These findings confirm that service quality is the primary factor driving customer satisfaction; therefore, it is recommended that Bank BRI and BRILink Agents continue to improve service quality and simplify transaction processes.