MAHENDRA ROMADHONA, EDO (2016) PENGARUH KOMUNIKASI DARI MULUT KE MULUT (WORD OF MOUTH), PERSEPSI KUALITAS, DAN KEPERCAYAAN TERHADAP MINAT MENGGUNAKAN JASA KREDIT (Survei pada Calon Nasabah Kredit Bank Windu Yogyakarta). Masters thesis, UPN ''VETERAN'' YOGYAKARTA.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Word of Mouth (WOM) terhadap kepercayaan dan kepercayaan terhadap minat untuk menggunakan jasa kredit Bank Windu Yogyakarta. Penelitian ini juga bertujuan untuk menganalisis pengaruh Word of Mouth (WOM) dan persepsi kualias terhadap minat untuk menggunakan jasa kredit Bank Windu Yogyakarta. Populasi dalam penelitian ini adalah seluruh calon nasabah kredit pada Bank Windu Kantor Cabang Yogyakarta. Metode pengambilan sampel menggunakan teknik sampling purposive dengan jumlah sampel yang diambil adalah 200 responden. Ada empat variabel penelitian yaitu Word of Mouth (WOM), Kepercayaan, Persepsi Kualitas, dan Minat Menggunakan Jasa Kredit. Instrumen Penelitian berupa kuesioner dan dilakukan pengujian validitas dan reliabilitas. Teknik analisis data menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa Word of Mouth (WOM) berpengaruh positif signifikan terhadap kepercayaan calon nasabah kredit pada Bank Windu Yogyakarta. Kepercayaan berpengaruh positif signifikan terhadap minat calon nasabah kredit untuk menggunakan jasa kredit Bank Windu Yogyakarta. Hasil penelitian juga menunjukkan Word of Mouth (WOM) berpengaruh positif signifikan terhadap minat calon nasabah kredit untuk menggunakan jasa kredit Bank Windu Yogyakarta. Jalur Word of Mouth (WOM) Kepercayaan Minat menggunakan jasa kredit menjadi jalur yang paling efektif dalam mendorong minat menggunakan jasa kredit. Persepsi kualitas berpengaruh positif signifikan terhadap minat calon nasabah kredit untuk menggunakan jasa kredit Bank Windu Yogyakarta. Kata-kata Kunci : Word of Mouth, Persepsi Kualitas, Kepercayaan, Minat the effect of trust on the intention to use loan service of Bank Windu Yogyakarta. The study also aimed to analyze the effect of Word of Mouth (WOM) and perceived quality on the intention to use loan services of Bank Windu Yogyakarta. The population in this study were all loan’s potential customers at Bank Windu Yogyakarta Branch Office. The sampling method used purposive sampling techniques with the number of samples taken was 200 respondents. There are four research variables, namely Word of Mouth (WOM), Trust, Perceived Quality, and intention to use loan service. Research instrument was questionnaires and the validity and reliability were conducted. Data were analyzed using Structural Equation Modeling (SEM). The results of study showed that Word of Mouth (WOM) had significant positive effect on trust of loan’s potential customers at Bank Windu Yogyakarta. Trust had ssignificant positive effect on the intention of loan’s potential customers to use the loan services of Bank Windu Yogyakarta. The results also showed that Word of Mouth (WOM) had significant positive effect on trust in potential customers to use the loan services of Bank Windu Yogyakarta. The path of Word of Mouth (WOM) Trust Intention to use the loan services became the most effective path in inceasing the intention to use the loan services. The perceived quality had significant positive effect on the intention of loan’s potential customers to use the loan services of Bank Windu Yogyakarta. Keywords: Word of Mouth, Perceived Quality, Trust, Intention
| Item Type: | Thesis (Masters) |
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| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Erny Azyanti |
| Date Deposited: | 20 May 2016 03:02 |
| Last Modified: | 20 May 2016 03:02 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/1857 |
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