H, YOHANDA ANDREAS (2019) PENGARUH KUALITAS PELAYANAN DAN KEPERCAYAAN TERHADAP KEPUASAN YANG BERDAMPAK PADA LOYALITAS NASABAH PT. BANK CTBC INDONESIA (Studi Kasus Pada PT. Bank CTBC Indonesia Cabang Mangga Dua Jakarta). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze service quality and trust in the satisfaction that have an impact on customer loyalty. The population in this researchincluded credit customers of CTBC Indonesia Bank Mangga Dua branchwho wereconsidered prospective to be loyal customers at CTBC Indonesia Bank. 133 samples were selectedusing a purposive sample technique (selected samples). The data were collected by using a questionnaire. After that, the data were analyzed using Structural Equation Model (SEM) analysis using the SPSS Amos 24 program. The hypothesis testing (t-test) showed H1=6.423, H2=6.859, H3=5.926, H4=6.294, andH5=0.917.Meanwhile, reliability test using Cronbach Alpha showed > 0.70 indicating theservice quality (alpha 0.841), trust (alpha 0.884), satisfaction (alpha 0.818),and customer loyalty (alpha 0.874). Keywords:Service Quality, Trust, Satisfaction, and Customer Loyalty. Tujuan penelitian adalah menganalisis kualitas pelayanan dan kepercayaan terhadap kepuasan yang berdampak kepada loyalitas nasabah. Jumlah populasi Bank CTBC Indonesia cabang Mangga Dua yang ditentukan dalam penelitian ini adalah populasi nasabah kredit yang memiliki potensi untuk menjadi nasabah yang loyal di Bank CTBC Indonesia..Jumlah sampel adalah 133 orang dengan teknik pengambilan sampel adalah menggunakan purposive sample (sampel terpilih). Proses Pengumpulan data dilakukan dengan menggunakan kuesioner dan data dianalisis menggunakan analisis Structural Equation Model (SEM) dengan menggunakan program SPSS Amos 24. Hasil penelitian menunjukkan Uji Hipotesis (Uji t) H1=6,423, H2=6,859 , H3=5,926 , H4=6,294, H5=0,917. Uji Reliabilitas dengan Cronbach Alpha > 0,70: Kualitas Pelayanan (alpha 0,841) , kepercayaan (alpha 0,884) , kepuasan (alpha 0,818) , Loyalitas Nasabah (alpha0,874). Kata Kunci : Kualitas Pelayanan, Kepercayaan, Kepuasan, dan Loyalitas Nasabah.
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