Lestari, Puji (2019) ANALISIS PENGARUH CITRA PERUSAHAAN DAN KUALITAS PELAYANAN TERHADAP LOYALITAS MELALUI KEPUASAN NASABAH (Nasabah Bank OCBC NISP, Tbk KC Rawamangun). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh langsung citra perusahaan dan kualitas pelayanan terhadap loyalitas melalui kepuasan nasabah pada nasabah Bank OCBC NISP,Tbk. dan pengaruh tidak langsung citra perusahaan dan kualitas pelayanan terhadap loyalitas melalui kepuasan nasabah. Strategi penelitian ini yang digunakan yaitu strategi asosiatif. Populasi pada penelitian ini adalah nasabah Bank OCBC NISP,Tbk Kantor Cabang Rawamangun. Sampel yang diambil sebanyak 100 responden. Teknik pengambilan sampel yang digunakan yaitu probability sampling dengan instrumen pengumpulan data berupa kuesioner. Data yang diambil adalah data primer. Penelitian ini menggunakan path analysis dengan Partial Least Square yaitu menggunakan warpPLS 6.0. Hasil penelitian ini menyimpulkan, citra perusahaan, kualitas pelayanan tidak berpengaruh positif terhadap loyalitas sedangkan kepuasan nasabah berpengaruh positif terhadap loyalitas. Citra perusahaan dan kualitas pelayanan berpengaruh positif terhadap kepuasan. Untuk efek mediasi, kepuasan sebagai variabel yang memediasi citra perusahaan dan kualitas pelayanan terhadap loyalitas. Kata Kunci: Citra Perusahaan, Kualitas Pelayanan, Kepuasan dan Loyalitas ABSTRACT . This study aims to determine the direct effect of company image and service quality on loyalty through customer satisfaction with customers of Bank OCBC NISP, Tbk. and the indirect effect of company image and service quality on loyalty through customer satisfaction. This research strategy used is associative strategy. The population in this study are customers of Bank OCBC NISP, Tbk Rawamangun Branch Office. Samples taken as many as 100 respondents. The sampling technique used was purposive sampling with a data collection instrument in the form of a questionnaire. The data taken is primary data. This research uses path analysis with Partial Least Square using warpPLS 6.0. The results of this study concluded, company image, service quality does not have a positive effect on loyalty while customer satisfaction has a positive effect on loyalty. Company image and service quality have a positive effect on satisfaction. For the mediating effect, satisfaction as a variable mediates the company's image and service quality on loyalty. Keywords: Corporate Image, Service Quality, Statisfication and Loyalty Customer
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 11 Dec 2021 02:58 | ||||||||
| Last Modified: | 11 Dec 2021 02:58 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6179 |
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