Dela Sariani, Maya (2019) PENGARUH KUALITAS PELAYANAN DAN CITRA PERUSAHAAN TERHADAP KEPERCAAYAAN NASABAH MELALUI KEPUASAN NASABAH ( Studi Kasus PT. BCA Finance Cabang Harapan Indah Bekasi). 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 kepercayaan nasabah melalui kepuasan nasabah. Penelitian ini menggunakan strategi penelitian asosiatif , adapun metode yang digunakan dalam penelitian ini adalah metode analisis jalur. Populasi dalam penelitian ini adalah seluruh nasabah BCA Finance Mobil Bekas Cabang Harapan Indah Kota Bekasi. Sampel ditentukan berdasarkan metode purposive sampling, dengan jumlah sebanyak 282 responden dengan kriteria nasabah yang tidak mempunyai keterlambatan lebih dari 15 hari diseluruh pinjaman Bank BCA. Hasil penelitian membuktikan bahwa pengaruh langsung kualitas pelayanan terhadap kepercayaan nasabah sebesar 0.132 dan signifikan. Pengaruh langsung citra perusahaan terhadap kepercayaan nasabah sebesar 0.118 dan signifikan. Pengaruh langsung kuaitas pelayanan terhadap kepuasan nasabah sebesar 0.220 dan signifikan. Pengaruh langsung citra perusahaan terhadap kepuasan nasabah sebesar 0.72 dan signifikan. Pengaruh langsung kepuasan nasabah terhadap kepercayaan nasabah sebesar 0.290 Dan signifikan. Pengaruh tidak langsung kualitas pelayanan terhadap kepercayaan nasabah melalui kepuasan nasabah sebesar 0.038 dan signifikan. Pengaruh tidak langsung citra perusahaan terhadap kepercayaan nasabah melalui kepuasan nasabah sebesar 0.034 dan signifikan. Kata kunci : Kualitas Pelayanan, Citra Perusahaan, Kepercayaan Nasabah dan Kepuasan Nasabah ABSTRACT This study aims to determine the effect of service quality and company image on customer trust through customer satisfaction. This study uses associative research strategies, while the method used in this study is the path analysis method. The population in this study were all BCA Finance used cars at Harapan Indah Branch in Bekasi City. The sample was determined based on the purposive sampling method, with a total of 282 respondents with the criteria of customers who did not have a delay of more than 15 days throughout the Bank BCA loan. The results of the study prove that the direct effect of service quality on customer trust is 0.132 and significant. The direct effect of company image on customer trust is 0.118 and significant. The direct effect of service quality on customer satisfaction is 0.220 and significant. The direct effect of company image on customer satisfaction is 0.72 and significant. The direct effect of customer satisfaction on customer confidence amounted to 0.290 and significant. The indirect effect of service quality on customer trust through customer satisfaction is 0.038 and significant. The indirect effect of company image on customer trust through customer satisfaction is 0.034 and is significant. Keywords : Service Quality, Corporate Image,Trust and Customer
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 06 Jan 2022 03:15 | ||||||||
| Last Modified: | 06 Jan 2022 03:15 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6675 |
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