NDRURU, DESTA KURNIAMAN (2018) PENGARUH KUALITAS PELAYANAN, HARGA, DAN PROMOSI TERHADAP LOYALITAS NASABAH DI BPR. PRIMA KREDIT MANDIRI CABANG KARAWACI. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The phenomenon of increasing the number of customers who apply for credit loans and increasing the amount of credit assets in banks in Indonesia tangerang. BPR Prima Karawaci self-regulated credit becomes one of the banks that experienced customer growth and excellent asset amount. With the increasing amount of competing banks to attract as many customers as possible and to add credit assets, BPR Prima Karawaci tangerang owns a strategy to make customers loyal to the services offered to every customer. From the preliminary survey results by distributing kusioner directly and openly to 15 customers of BPR Prima Karawaci branch of independent credit, there are 3 reasons or the highest choice that make the customer have loyalty to the bank that is: service quality, price perception, and promotion. The method of analysis in this study using SEM (Structural equation Modeling) and data processing using PLS (Partial Least Square). The population is bank customers who make credit loans in BPR. Prima credit Mandiri Branch Karawaci Tangerang, with a sample of about 215 respondents. Keywords : Loyalty, Service quality, price, and promotion. Fenomena peningkatan jumlah pelanggan yang mengajukan kredit dan bertambahnya jumlah aset kredit di bank-bank di Indonesia tangerang. BPR Prima Kredit mandiri cabang Karawaci menjadi salah satu bank yang mengalami pertumbuhan nasabah dan jumlah aset yang sangat baik. Dengan meningkatnya jumlah bank pesaing untuk menarik pelanggan sebanyak mungkin dan untuk menambah aset kredit, BPR Prima Kredit Mandiri cabang Karawaci tangerang memiliki strategi untuk membuat pelanggan setia kepada layanan yang ditawarkan kepada setiap pelanggan. Dari hasil survei pendahuluan dengan mendistribusikan kusioner secara langsung dan terbuka kepada 15 nasabah BPR cabang kredit mandiri Prima Karawaci, ada 3 alasan atau pilihan tertinggi yang membuat pelanggan memiliki kesetiaan kepada bank yaitu: kualitas pelayanan, persepsi harga, dan promosi. Metode analisis dalam penelitian ini menggunakan SEM (Structural equation Modeling) dan pengolahan data menggunakan PLS (Partial Least Square). Populasinya adalah nasabah bank yang melakukan pinjaman kredit di BPR. Prima kredit Mandiri Cabang Karawaci Tangerang, dengan sampel sekitar 215 responden. Kata kunci: Loyalitas, kualitas pelayanan, harga, dan promosi.
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