HAWARI, MUHAMMAD RUSYDI (2019) ANALISIS PENGARUH KUALITAS LAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMINJAMAN NASABAH DAN DAMPAKNYA TERHADAP KEPUASAN NASABAH (STUDI PADA PT. BANK RAKYAT INDONESIA, Tbk UNIT PETA UTARA). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to discuss the effect of service quality and promotion on customer lending decisions that have impact on customer satisfaction. The object of the study was the customer of Bank BRI in peta utara unit, which had already loans KUR and had completed the KUR loan requirements. The independent variable obtained from the pre-survey results to 35 respondents is the service quality and promotion variable, there are also dependent variables namely the loan decision variable and the customer satisfaction variable. This research uses the SEM (Structural Equation Model) data analysis method which data processing uses LISREL analysis. The total population of this study was 195 respondents. The results of the research data were tested using LISREL software version 8.80, it was found that service quality perception had a positive and significant effect directly on customer lending decisions as evidenced by the t-value 5.99, greater than 1.96, and the estimated value of 0.45 or 45.0%, promotion positive and significant effect directly on customer lending decisions as evidenced by t-value 6.71 greater than 1.96, and estimated value of 0.52 or 52.0%, service quality has a positive and significant effect directly on customer satisfaction evidenced by t-value 5.48 is greater than 1.96, and the estimated value is 0.47 or 47.0%, promotion has a positive and significant direct effect on customer satisfaction as evidenced by a t-value 3.61 greater than 1.96, and the estimated value amounting to 0.31 or 31.0% and customer lending decisions have a positive and significant direct effect on customer satisfaction as evidenced by t -value 2.24 is greater than 1.96, and the estimated value is 0.23 or 23.0%. Keywords: service quality, promotion, loan decisions, customer satisfaction Penelitian ini bertujuan untuk membahas pengaruh kualitas layanan dan promosi terhadap keputusan peminjaman nasabah yang berdampak terhadap kepuasan nasabah. Objek penelitian adalah nasabah Bank BRI unit Peta Utara yang sudah pernah melakukan peminjaman KUR dan yang sudah melengkapi persyaratan peminjaman KUR. Variabel independen yang didapatkan dari hasil pra-survei kepada 35 responden adalah variabel kualitas layanan dan promosi, terdapat juga variabel dependen yaitu variabel keputusan peminjaman dan variabel kepuasan nasabah. Penelitian ini menggunakan metode analisis data SEM (Structural Equation Model) yang pengolahan datanya menggunakan alat bantu analisis LISREL. Jumlah populasi penelitian ini sebanyak 195 responden. Hasil data penelitian diuji dengan menggunakan software LISREL 8.80 didapatkan persepsi kualitas layanan mempunyai pengaruh positif dan signifikan secara langsung terhadap keputusan peminjaman nasabah dibuktikan dari tvalue 5.99 lebih besar dari 1,96, dan nilai estimate sebesar 0,45 atau 45,0%, promosi berpengaruh positif dan signifikan secara langsung terhadap keputusan peminjaman nasabah dibuktikan dengan t-value 6.71 lebih besar dari 1,96, dan nilai estimate sebesar 0,52 atau 52,0%, kualitas layanan berpengaruh positif dan signifikan secara langsung terhadap kepuasan nasabah dibuktikan dengan t-value 5.48 lebih besar dari 1,96, dan nilai estimate sebesar 0,47 atau 47,0%, promosi berpengaruh positif dan signifikan secara langsung terhadap kepuasan nasabah dibuktikan dengan t-value 3.61 lebih besar dari 1,96, dan nilai estimate sebesar 0,31 atau 31,0% dan keputusan peminjaman nasabah berpengaruh positif dan signifikan secara langsung terhadap kepuasan nasabah yang dibuktikan dengan t-value 2.24 lebih besar dari 1,96, dan nilai estimate sebesar 0,23 atau 23,0%. Kata kunci : kualitas layanan, promosi, keputusan peminjaman, kepuasan nasabah
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