PENGARUH KUALITAS PRODUK DAN LAYANAN TERHADAP LOYALITAS NASABAH MELALUI KEPUASAN NASABAH BANK CTBC INDONESIA BRANCH KELAPA GADING

Faris, Faris (2022) PENGARUH KUALITAS PRODUK DAN LAYANAN TERHADAP LOYALITAS NASABAH MELALUI KEPUASAN NASABAH BANK CTBC INDONESIA BRANCH KELAPA GADING. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh kualitas produk dan kualitas layanan terhadap kepuasan nasabah dan dampaknya terhadap loyalitas nasabah Bank CTBC Indonesia Branch Kelapa Gading. Adapun metode penelitian yang digunakan dalam penelitian ini adalah metode survey sampel. Populasi dalam penelitian ini adalah nasabah kredit baru pada pada bulan Juni sampai September tahun 2021 Bank CTBC Indonesia Branch Kelapa Gading dengan jumlah 208 nasabah. Jumlah sampel menggunakan simple random sampling dengan rumus Slovin sehingga diperoleh 68 orang nasabah. Perhitungan statistik dimulai dari uji kualitas data yaitu validitas dan reliabilitas. Metode analisis data yang digunakan adalah analisis jalur. Hasil penelitian diperoleh nilai koefisien regresi parsial Kualitas Produk (X1) dengan Kepuasan Nasabah (Y) adalah sebesar 0,257, Kualitas Layanan (X2) dengan Kepuasan Nasabah (Y) adalah sebesar 0,636. Nilai koefesien regresi berganda antara variabel bebas Kualitas Produk (X1) dan Kualitas Layanan (X2) terhadap Kepuasan Nasabah (Y) adalah 0,703. Nilai koefisien regresi parsial Kualitas Produk (X1) dengan Loyalitas Nasabah (Z) adalah sebesar 0,271, Kualitas Layanan (X2) dengan Loyalitas Nasabah (Z) adalah sebesar 0,122. Nilai koefesien regresi berganda antara variabel bebas Kualitas Produk (X1) dan Kualitas Layanan (X2) melalui Kepuasan Nasabah (Y) terhadap Loyalitas Nasabah (Z) adalah 0,540. Pengujian hipotesis secara simultan dengan α=0,05 menunjukan terdapat pengaruh yang positif dan signifikan kualitas produk dan kualitas layanan terhadap loyalitas nasabah melalui kepuasan nasabah. This study aims to determine whether there is an effect of product quality and service quality on customer satisfaction and the impact on customer loyalty at Bank CTBC Indonesia Branch Kelapa Gading. The research method used in this study is a sample survey method. The population in this study were new credit customers from June to September 2021 at Bank CTBC Indonesia Kelapa Gading Branch with a total of 208 customers. The number of samples using simple random sampling with the Slovin formula in order to obtain 68 customers. Statistical calculation starts from the data quality test, namely validity and reliability. The data analysis method used is path analysis. The results of the study obtained that the partial regression coefficient value of Product Quality (X1) with Customer Satisfaction (Y) was 0.257, Service Quality (X2) with Customer Satisfaction (Y) was 0.636. The value of the multiple regression coefficient between the independent variables Product Quality (X1) and Service Quality (X2) on Customer Satisfaction (Y) is 0.703. The partial regression coefficient value of Product Quality (X1) with Customer Loyalty (Z) is 0.271, Service Quality (X2) with Customer Loyalty (Z) is 0.122. The value of the multiple regression coefficient between the independent variables Product Quality (X1) and Service Quality (X2) through Customer Satisfaction (Y) on Customer Loyalty (Z) is 0.540. Simultaneous hypothesis testing with = 0.05 shows that there is a positive and significant effect of product quality and service quality on customer loyalty through customer satisfaction.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSyamsuar, ginanjarNIDN0323106102ginanjar.syamsuar@stei.ac.id
Uncontrolled Keywords: Kualitas Produk, Kualitas Layanan, Kepuasan Nasabah, Loyalitas Nasabah
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: FARIS
Date Deposited: 18 Jan 2023 04:28
Last Modified: 18 Jan 2023 04:28
URI: http://repository.stei.ac.id/id/eprint/9496

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