Pengaruh Kualitas Layanan, Kualitas Produk Dan Kepercayaan Terhadap Kepuasan Nasabah Serta Dampaknya Kepada Loyalitas Nasabah Deposito Pada Bank SBI Indonesia Cabang Pembantu Sunter

ASTUTI, RINI WIJI (2015) Pengaruh Kualitas Layanan, Kualitas Produk Dan Kepercayaan Terhadap Kepuasan Nasabah Serta Dampaknya Kepada Loyalitas Nasabah Deposito Pada Bank SBI Indonesia Cabang Pembantu Sunter. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This study aimed to analyze the effect of service quality, product quality and trust on customer satisfaction and the impact on customer loyalty. State Bank of India (SBI) Indonesia Sub-branch Sunter was taken as a case study. Both primary and secondary data were gathered in this study. Secondary data were gathered through various sources such as journals, books, and other related publications. Primary data were gathered using survey questionnaire which were distributed to the target respondents who had deposit accounts. A total of 92 respondens were gained. Two stage-path analysis was employed in this study. In the first stage observed influence to the service quality, product quality and trust against customer satisfaction. In the second stage observed influence to the service quality, product quality and trust against customer loyalty and customer satisfaction as a intervening variabel. The result showed that service quality, product quality and trust had a positive and significant influence on customer satisfaction both individually and simultaneously. Service quality was found dominant. It was also found that service quality, product quality, trust and customer satisfaction had a positive and significant influence on customer loyalty both individually and simultaneously. Trust was found dominant. It is suggested that the company should improve the service quality, product quality and trust to increase customer satisfaction and customer loyalty. Further research research it is advised to include other variables such as: interest rate, promotion, corporate image, etc. Keywords : service quality, product quality, trust, customer satisfaction, customer loyalty. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kualitas layanan, kualitas produk dan kepercayaan terhadap kepuasan nasabah serta dampaknya kepada loyalitas nasabah. Penelitian dilakukan di State Bank of India Indonesia cabang pembantu Sunter. Data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Data sekunder diperoleh dari berbagai sumber seperti buku, jurnal serta data – data lain yang dipublikasikan. Data primer diperoleh melalui survey yang disebarkan kepada nasabah yang memiliki deposito. Diperoleh sampel sebanyak 92 responden. Metode penelitian yang digunakan dalam penelitian ini adalah analisis dua jalur. Pada jalur pertama melihat pengaruh kualitas layanan, kualitas produk dan kepercayaan terhadap loyalitas nasabah. pada jalur kedua melihat pengaruh kualitas layanan, kualitas produk dan kepercayaan terhadap loyalitas nasabah melalui kepuasan nasabah. Hasil penelitian menunjukkan bahwa kualitas layanan, kualitas produk dan kepercayaan berpengaruh positif dan signifikan terhadap kepuasan nasabah baik secara individual maupun secara bersama – sama. Kualitas layanan merupakan variabel yang memiliki pengaruh paling kuat terhadap kepuasan nasabah. Hasil penelitian ini juga menunjukkan bahwa secara individual dan secara bersama – sama variabel kualitas layanan, kualitas produk, kepercayaan dan kepuasan nasabah memiliki pengaruh yang positif dan signifikan terhadap loyalitas nasabah. kepercayaan menjadi variabel yang memiliki pengaruh paling kuat terhadap loyalitas nasabah. Berdasarkan dari hasil penelitian, untuk meningkatkan kepuasan nasabah dan loyalitas nasabah maka perlu dilakukan peningkatan kualitas layanan, kualitas produk dan kepercayaan. Untuk penelitian mendatang disarankan untuk mengikutsertakan variabel lain seperti: Tingkat suku bunga, promosi, citra perusahaan, dan lain sebagainya. Kata Kunci : Kualitas layanan, kualitas produk, kepercayaan, kepuasan nasabah, loyalitas nasabah

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