ABSTRACT

Jusri Jamaluddin, 2020. The author takes the title Effect of Customer Satisfaction
on the Financial Performance of PT. Adira Multi Finance with 1 supervisor Syarifuddin
Yusuf and supervisor 2 mothers Nurwani. Thesis Accounting Study Program Faculty of
Economics, University of Muhammadiyah Parepare. The purpose of this study was to
determine the effect of customer satisfaction on financial performance at PT. Adira Multi
Finance Pinrang Branch. This research was conducted at PT. Adira Multi Finance
Pinrang Branch with a research period of approximately three months.
The population in this study were all customers at PT. Adira Multi Finance Pinrang
Branch in 2009-2018, to measure the level of customer satisfaction the researchers used
samples to facilitate data collection, the number of samples used in this study were 10
customers of PT. Adira Multi Finance Pinrang Branch chosen randomly at the time of
conducting research. Data collection techniques used are observation, documentation
and questionnaires with the type of data used quantitative data and qualitative data. Data
analysis technique used is the measurement of customer satisfaction, financial
performance based on profitability and simple linear regression to measure the effect of
customer satisfaction on financial performance.
The results showed that there was a significant influence between customer
satisfaction on the financial performance of PT. Adira Multi Finance Pinrang Branch,
meaning that the higher the level of customer satisfaction, the financial performance in
generating profits will also increase.

Keywords: customer satisfaction, profitability