ASIH WIDYA NINGRUM, SUKMA (2012) PENGARUH CITRA, PERSEPSI KUALITAS LAYANAN, DAN KEPUASAN TERHADAP LOYALITAS NASABAH PT BANK BNI CABANG UGM YOGYAKARTA. Masters thesis, UPN ''VETERAN'' YOGYAKARTA.
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Abstract
Penelitian ini bertujuan untuk mengetahui apakah Citra, Persepsi Kualitas Layanan, dan
Kepuasan nasabah berpengaruh terhadap loyalitas nasabah Bank BNI Cabang UGM
Yogyakarta. Sampel penelitian ini adalah nasabah Bank BNI Cabang Yogyakarta
sebanyak 80 responden. Hasil analisis deskriptif menunjukkan bahwa responden
menyatakan baik terhadap Citra sebesar 78,75%, Kepuasan sebesar 81,25%, Persepsi
Kualitas Layanan sebesar 72,50%, dan sebesar Loyalitas 90%. Alat analisis yang
digunakan adalah Partial Least Square yaitu Structural Equation Modeling yang
berbasis variance. Adapan hasil dari penelitian ini memberikan bukti bahwa: (1).
Persepsi Kualitas Layanan dan Kepuasan secara simultan berpengaruh terhadap loyalitas
dengan nilai R2 sebesar 81,20%; (2) Citra berpengaruh positip dan signifikan terhadap
Persepsi Kualitas Layanan sebesar 0,881 (t Statistik = 48,712); (3) Persepsi Kualitas Layanan
berpengaruh positip dan signifikan terhadap Kepuasan sebesar 0,962 (t Statistik = 162,44); (4)
Persepsi Kualitas Layanan tidak terbukti berpengaruh terhadap Loyalitas sebesar 0,036 (t
Statistik = 0,260); (5) Kepuasan berpengaruh positip dan signifikan terhadap Loyalitas
sebesar 0,866 (t Statistik = 6,410). Perlu dicermati bahwa tidak berpengaruhnya Persepsi
Kualitas Layanan terhadap Loyalitas Nasabah disebabkan karena persoalan kondisi
persaingan saat ini, dimana nasabah memiliki opsi yang banyak untuk menentukan
pilihan kualitas layanan yang sesuai dengan harapannya. Oleh karena itu pengaruh
kualitas layanan sangat ditentukan oleh kuatnya persaingan jasa perbankan yang ada.
This study aims to determine whether the Image, Perceived Services Quality, and
Customer Catisfaction affects Customer Loyalty UGM Yogyakarta branch of Bank BNI.
Sample of this study is a customer of Bank BNI branch Yogyakarta by 80 respondents.
The results of descriptive analysis showed that 78,75% respondents stated that the image
is good, amounting to 81.25% Satisfaction, Perceived Services Quality of 72.50%, and
90% of Loyalty. Analysis tool used is the Partial Least Square-based Structural
Equation Modeling variance. The results of this study that: (1). Perceived Services
Quality and Satisfaction simultaneous effect on Loyalty to the value of R2 = 81,20%, (2)
The Image has positive and significant impact on Perceived Services Quality of 0,881 (t
statistics = 48.712), (3) The Perceived Services Quality has positive and significant impact on
Satisfaction of 0,962 (t statistics = 162.44), (4) The Perceived Services Quality is not proven
to affect the Loyalty of 0,036 (t Statistics = 0.260), (5) Satisfaction has positive and significant
effect on the Loyalty of 0,866 (t statistics = 6.410). It should be noted that Perceived
Services Quality is not affect to the Loyalty due to issues current conditions of
competition, where customers have many options to make choices that match the quality
of service expectations. Therefore, the influence of service quality is largely determined
by the strength of existing banking services competition.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjek: | H Social Sciences > HG Finance |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Erny Azyanti |
| Date Deposited: | 11 Nov 2016 04:55 |
| Last Modified: | 11 Nov 2016 04:55 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/8730 |
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