Purnamasari, Nike (2019) PENGARUH KUALITAS PELAYANAN DAN CITRA PERUSAHAAN TERHADAP KEPUASAN DAN LOYALITAS NASABAH (Studi pada Nasabah Produk Tabungan Siaga Bukopin di KCP PTC Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan dan citra perusahaan terhadap kepuasan dan loyalitas pada Nasabah Produk Tabungan Siaga Bukopin di KCP PTC Jakarta, secara langsung maupun tidak langsung. Strategi penelitian yang digunakan dalam penelitian ini adalah strategi asosiatif. Metoda yang digunakan yaitu metoda survei. Populasi dalam penelitian ini adalah seluruh nasabah produk tabungan siaga bukopin pada Bank Bukopin di KCP PTC Jakarta, sedangkan sampel penelitian 100 nasabah produk tabungan siaga bukopin pada Bank Bukopin di KCP PTC Jakarta. Teknik analisis data yang digunakan yaitu analisis jalur menggunakan WarpPLS 6.0. Hasil penelitian menyimpulkan bahwa kualitas pelayanan dan citra perusahaan berpengaruh langsung terhadap kepuasan nasabah. Kualitas pelayanan dan kepuasan nasabah berpengaruh langsung terhadap loyalitas nasabah, sedangkan citra perusahaan tidak berpengaruh langsung terhadap loyalitas nasabah. Kepuasan nasabah memoderasi pengaruh kualitas pelayanan dan citra perusahaan terhadap loyalitas nasabah produk tabungan siaga bukopin di Bank Bukopin KCP PTC Jakarta. Kata kunci : Kualitas Pelayanan, Citra Perusahaan, Kepuasan Nasabah, Loyalitas nasabah ABSTRACT This study aims to determine the effect of service quality and corporate image on satisfaction and loyalty of the Bukopin Siaga Savings Product Customers at PTC Jakarta Branch Office, directly or indirectly. The research strategy used in this study is the associative strategy. The method used is the survey method. The population in this study were all customers of Bukopin Standby Savings products at Bank Bukopin at KCP PTC Jakarta, while the study sample was 100 customers of Bukopin Standby Savings products at Bank Bukopin at KCP PTC Jakarta. Data analysis technique used is path analysis using WarpPLS 3.0. The results of the study concluded that service quality and corporate image directly effect customer satisfaction. Service quality and customer satisfaction have a direct effect on customer loyalty, while corporate image does not directly affect customer loyalty. Customer satisfaction moderates the effect of service quality and corporate image on customer loyalty of Bukopin's standby savings products at Bank Bukopin KCP PTC Jakarta. Keyword : Service Quality, Corporate Image, Customer Satisfaction, Customer Loyalty
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 04 Jan 2022 02:16 | ||||||||
| Last Modified: | 04 Jan 2022 02:16 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6583 |
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