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) |
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| Subjects: | H Social Sciences > HG Finance |
| Divisions: | 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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