PARAMITA, NI WAYAN PRADNYA (2017) PENGARUH PROMOSI, KUALITAS LAYANAN, DAN CITRA MEREK TERHADAP KEPUASAN NASABAH SERTA IMPLIKASINYA TERHADAP LOYALITAS NASABAH BANK BRI KANTOR CABANG KEMAYORAN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to analyze the influence of promotion, service quality, and brand image on customer satisfaction and its implications on customer loyalty. This research was conducted at Bank BRI Kemayoran Branch Office Jakarta. Primary data obtained through questionnaires distributed to customers in this study amounted to 100 respondents. The method used in this research is two-lane analysis. On the first track analyze the effect of promotion, service quality, and brand image on customer satisfaction. On the second line see the effect of promotion, service quality, and brand image on customer loyalty through customer satisfaction. The results of this study indicate that promotion has no significant effect on customer satisfaction, while service quality and brand image have a significant effect on customer satisfaction. But jointly promotion, service quality, and brand image significantly influence customer satisfaction. In addition, the results of this study also indicate that promotion, service quality, brand image and customer satisfaction either partially or simultaneously have a significant influence on customer loyalty. To improve customer satisfaction and customer loyalty, It is recommended to increase promotion for new customers and existing customers, improve service quality standards, keep upgrading various products and features in accordance with the needs of customers and the development of the era. For future research it is advisable to include other variables such as trust variables and product quality variables. Keywords: promotion, service quality, brand image, customer satisfaction, customer loyalty. Penelitian ini bertujuan untuk megetahui pengaruh promosi, kualitas layanan, dan citra merek terhadap kepuasan nasabah serta implikasinya terhadap loyalitas nasabah. Penelitian ini dilakukan di Bank BRI Kantor Cabang Kemayoran Jakarta. Data primer diperoleh melalui kuesioner yang disebarkan kepada nasabah yang dalam penelitian ini berjumlah 100 responden. Metode yang dgunakan dalam penelitian ini adalah analisis dua jalur. Pada jalur pertama megetahui pengaruh promosi, kualitas layanan, dan citra merek terhdap kepuasan nasabah. Pada jalur kedua melihat pengaruh promosi, kualitas layanan, dan citra merek terhadap loyalitas nasabah melalui kepuasan nasabah. Hasil penelitian ini menunjukkan bahwa promosi tidak berpengaruh secara signifikan terhadap kepuasan nasabah, sedangkan kualitas layanan dan citra merek berpengaruh secera signifikan terhadap kepuasan nasabah. Namun secara bersama-sama promosi, kualitas layanan, dan citra merek berpengaruh secara signifikan terhadap kepuasan nasabah. Selain itu, hasil penelitian ini juga menunjukkan bahwa promosi, kualitas layanan, citra merek dan kepuasan nasabah baik secara parsial maupun simultan berpengaruh sigfignifikan terhadap loyalitas nasabah. Berdasarkan hasil penelitian maka, untuk meningkatkan kepuasan nasabah dan loyalitas nasabah perlu dilakukan peningkatan promosi baik untuk nasabah baru maupun nasabah existing, peningkatan standar kualitas pelayanan, dan terus memperbaharui berbagai produk dan fitur-fitur yang dimiliki sesuai dengan kebutuhan nasabah dan perkembangan jaman. Untuk penelitan mendatang disarankan untuk mengikutsertakan variabel lain seperti variabel kepercayaan dan variabel kualitas produk. Kata kunci : promosi, kualitas layanan, citra merek, kepuasan nasabah, loyalitas nasabah.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-17-116 |
| NIM/NIDN Creators: | 55115110193 |
| Uncontrolled Keywords: | promotion, service quality, brand image, customer satisfaction, customer loyalty.promosi, kualitas layanan, citra merek, kepuasan nasabah, loyalitas nasabah. mps, manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 05 Apr 2022 04:28 |
| Last Modified: | 25 Jun 2022 03:00 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/59428 |
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