PENGARUH KUALITAS PELAYANAN, BRAND TRUST DAN FAKTOR SOSIAL TERHADAP KEPUTUSAN NASABAH DALAM MEMBUKA REKENING DEPOSITO PADA BANK BCA

PUTRO, DIMAS PRABOWO (2019) PENGARUH KUALITAS PELAYANAN, BRAND TRUST DAN FAKTOR SOSIAL TERHADAP KEPUTUSAN NASABAH DALAM MEMBUKA REKENING DEPOSITO PADA BANK BCA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to examine and analyze the influence of Service Quality, Brand Trust and Social Factors on Customer Decisions in Opening Deposit Accounts at BCA Banks. This research uses BCA customer respondents in the Modernland branch of Tangerang city who have a deposit account. By using saturated sampling as a technique for determining the sample so that 127 respondents were sampled. The approach used in this study is Structural Equation Model (SEM) with the LISREL (Linear Structural Relationship) analysis tool. The results of this research indicate that partially and simultaneously, Brand Trust variables have a negative and insignificant effect on Customer Decisions. Whereas for Service Quality and Social Factor variables have a positive and significant effect on Customer Decisions. This is evidenced by the simultaneous test results (Test F) and partial test results (Test T) also shows two significant values and one insignificant value of the three independent variables that support the hypothesis. Service Quality and Social Factor variables simultaneously have a significant and significant effect on Customer Decision variables. While the Brand Trust variable does not significantly influence the CustomerDecision. Keywords: Deposits, BCA Customers, Service Quality, Brand Trust, Social Factors and Customer Decisions Penelitian ini bertujuan untuk menguji dan menganalisis Pengaruh Kualitas Pelayanan, Brand Trust dan Faktor Sosial Terhadap Keputusan Nasabah dalam Membuka Rekening Deposito pada Bank BCA. Penelitian ini menggunakan responden nasabah BCA cabang Modernland kota Tangerang yang memiliki rekening deposito. Dengan menggunakan sampling jenuh sebagai teknik penentuan sampel sehingga diperoleh 127 responden sebagai sampel. Pendekatan digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis LISREL (Linear Structural Relationship). Hasil penelitian ini menunjukan bahwa secara parsial dan simultan, variabel Brand Trust berpengaruh negatif dan tidak signifikan terhadap Keputusan Nasabah. Sedangkan untuk variabel Kualitas Pelayanan dan Faktor Sosial berpengaruh positif dan signifikan terhadap Keputusan Nasabah. Hal ini dibuktikan dari hasil uji simultan (Uji F) dan hasil uji parsial (Uji T) juga menunjukan dua nilai signifikan dan satu nilai tidak signifikan dari tiga variabel bebas yang mendukung hipotesa. Variabel Kualitas Pelayanan dan Faktor Sosial secara simultan berpengaruh dan signifikan terhadap variabel Keputusan Nasabah. Sedangkan variabel Brand Trust tidak berpengaruh secara signifikan terhadap Keputusan Nasabah. Kata Kunci: Deposito, Nasabah BCA, Kualitas Pelayanan, Brand Trust, Faktor Sosial dan Keputusan Nasabah

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 021
NIM: 43114110399
Uncontrolled Keywords: Deposito, Nasabah BCA, Kualitas Pelayanan, Brand Trust, Faktor Sosial dan Keputusan Nasabah
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 22 Jan 2019 04:59
Last Modified: 06 Feb 2019 02:45
URI: http://repository.mercubuana.ac.id/id/eprint/46812

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