PURWANTI, FANI (2018) ANALISIS KUALITAS PRODUK, PERSEPSI HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN NASABAH BNI TAPLUS KANTOR CABANG DAAN MOGOT. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research is purposed to test and analyse the influence of product quality, price perception and service quality towards customer’s satisfaction for BNI Taplus product in BNI KC Daan Mogot. The research data are obtained based on the questionnaire which was conducted in February until March 2018 from the customers who already had the product for more than 5 (five) years. The sampling method of this research is purposive sampling , from 100 population of the BNI costumers. The analysis method in this research is bifiliar linear regression. The result of this research shows that product quality, price and service quality are simultaneously influencing customers satisfaction. Partially, product quality and price are significantly influencing customers satisfaction, meanwhile service quality does not have any influence to it. Price are the biggest influence for customers satisfaction. Keywords : Product quality, price perception, service quality and customers’ satisfaction Penelitian ini bertujuan untuk menguji dan menganalisis Kualitas Produk, Persepsi Harga dan Kualitas Pelayanan terhadap Kepuasan Nasabah pada produk BNI Taplus di BNI KC Daan Mogot. Data penelitian merupakan data hasil kuisioner yang diperoleh pada bulan Februari – Maret 2018 terhadap nasabah pengguna BNI Taplus selama lebih dari 5 (lima) tahun. Metode sampling yang digunakan adalah purposive sampling. Dari populasi 100 orang nasabah BNI Taplus. Metode analisis yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil penelitain menunjukkan bahwa Kualitas Produk, Harga dan Kualitas Pelayanan secara bersama – sama (simultan) berpengaruh secara signifikan terhadap Kepuasan Nasabah. Secara parsial Kualitas Produk dan Harga berpengaruh signifikan terhadap Kepuasan Nasabah, sedangkan Kualitas Pelayanan tidak berpengaruh signifikan terhadap Kepuasan Nasabah. Harga merupakan variabel yang paling besar pengaruhnya terhadap Kepuasan Nasabah. Kata Kunci : Kualitas Produk, Persepsi Harga, Kualitas Pelayanan, dan Kepuasan Nasabah
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