Hidayati Tri Prasetyo, Astuti (2019) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, CITRA PERUSAHAAN TERHADAP LOYALITAS NASABAH (Studi Kasus Pada PT. Bank Central Asia, Tbk Cabang Kelapa Gading Hibrida). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Tujuan dari penelitian ini adalah untuk mengetahui pengaruh antara Kualitas Produk, Kualitas Pelayanan, Citra Perusahaan Terhadap Loyalitas Nasabah secara simultan maupun parsial. Penelitian dilakukan di PT. Bank Central Asia, Tbk Cabang Kelapa Gading Hibrida dengan sampel sebanyak 148 orang. Teknik pengambilan sampel yang digunakan dalam penelitian ini menggunakan non probability sampling dengan teknik accidental sampling yaitu peneliti mengambil sampel yang kebetulan ditemuinya pada saat itu. Jenis data yang diperlukan dalam penelitian ini adalah data kuantitatif. Data kuantitatif dalam penelitian ini merupakan data yang bersumber langsung dari responden yang disajikan dalam bentuk skala likert. Teknik pengumpulan data yang digunakan antara lain observasi, wawancara dan angket. Metoda statistik yang digunakan adalah analisis regresi berganda dengan aplikasi IBM Statistics SPSS v.24. Hasil dari penelitian ini secara parsial terdapat pengaruh yang signifikan antara kualitas pelayanan terhadap loyalitas nasabah, dan citra perusahaan terhadap loyalitas nasabah. Tetapi tidak terdapat pengaruh antara kualitas produk terhadap loyalitas nasabah. Secara simultan, kualitas produk, kualitas pelayanan, dan citra perusahaan menjelaskan loyalitas nasabah sebanyak 56,7% dan 43.3% dijelaskan oleh variable lain diluar penelitian ini. Kata kunci : Kualitas Produk, Kualitas Pelayanan, Citra Perusahaan, Loyalitas Nasabah ABSTRACT The purpose of this study was to determine the effect of Product Quality, Service Quality, Company Image on Customer Loyalty simultaneously or partially. The study was conducted on PT. Bank Central Asia, Tbk Kelapa Gading Hybrid Branch with a sample of 148 people. The sampling technique used in this study uses non probability sampling with accidental sampling technique that is the researcher takes a sample that he happened to encounter at that time. The type of data needed in this research is quantitative data. Quantitative data in this study are data sourced directly from respondents presented in the form of a Likert scale. Data collection techniques used include observation, interviews and questionnaires. The statistical method used is multiple regression analysis with the application of IBM Statistics SPSS v.24. The results of this study partially have a significant effect between service quality on customer loyalty, and corporate image on customer loyalty. But there is no influence between product quality on customer loyalty. Simultaneously, product quality, service quality, and company image explain customer loyalty of 56.7% and 43.3% explained by other variables outside this study. Keywords : Product Quality, Service Quality, Corporate Image, Customer Loyalty
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen SDM | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 10 Jan 2022 08:08 | ||||||||
| Last Modified: | 10 Jan 2022 08:08 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6760 |
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