NUGROHO, AGUS (2011) PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS NASABAH PADA BANK BNI SYARIAH PRIMA JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Quality of service is a variable that can be controlled by the Bank in establishing customer loyalty. If banks are able to meet consumer expectations and consumer satisfaction to these services, so consumers remain at the bank. The purpose of this study was to determine the effect of service quality to customer loyalty at BNI Syariah Prima Jakarta. This type of research used in this research is descriptive quantitative approach using survey through questionnaires. The data obtained through questionnaires and interviews to the customer. The population in this study are all BNI Syariah Prima customers as much as 200 people. The sampling technique is done by convenience sampling, where researchers choose who by chance met the researcher could be used as a sample. The number of samples in the study of 67 clients. The results showed that the quality of services carried out by BNI Syariah Prima Jakarta relative line with customer expectations. The contribution of the variable quality of service to customer loyalty at BNI Syariah Prima Jakarta amounted to 54.7%. When viewed from an individual then the factors of service quality from the smallest influence on customer loyalty to the greatest effect of Assurance, Reliability, Empathy, Responsiveness and Tangibles is the greatest. Keywords : service quality, customer loyalty. Kualitas pelayanan merupakan variabel yang dapat dikendalikan oleh Bank dalam membentuk loyalitas nasabah. Apabila bank mampu memenuhi harapan konsumen dan konsumen puas terhadap pelayanan tersebut, maka konsumen tetap bertahan pada bank tersebut. Tujuan penelitian ini untuk mengetahui pengaruh kualitas pelayanan terhadap loyalitas nasabah pada BNI Syariah Prima Jakarta. Jenis penelitian yang digunakan dalam penelitian ini adalah menggunakan pendekatan deskriptif kuantitatif dengan metode survey melalui pengisian kuesioner. Data diperoleh melalui kuesioner dan wawancara kepada nasabah. Populasi dalam penelitian ini adalah seluruh nasabah BNI Syariah Prima sebanyak 200 orang. Teknik pengambilan sampel dilakukan dengan convenience sampling, dimana peneliti memilih siapa saja yang secara kebetulan bertemu dengan peneliti dapat digunakan sebagai sampel. Jumlah sampel dalam penelitian sebesar 67 nasabah. Hasil penelitian menunjukkan bahwa kualitas pelayanan yang dilakukan oleh BNI Syariah Prima Jakarta relatif sesuai dengan harapan nasabah. Kontribusi variable kualitas pelayanan terhadap loyalitas nasabah pada BNI Syariah Prima Jakarta adalah sebesar 54,7%. Jika dilihat dari secara individual maka faktor kualitas pelayanan dari yang paling kecil pengaruhnya terhadap loyalitas nasabah sampai yang paling besar pengaruhnya yaitu Assurance, Reliability, Empathy, Responsiveness dan yang paling besar yaitu Tangibles. Kata-kata kunci : kualitas pelayanan, loyalitas nasabah.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-11-128 |
| NIM/NIDN Creators: | 55106110057 |
| Uncontrolled Keywords: | kualitas pelayanan, loyalitas nasabah. MPS, Mnajamen pemasaran, tesis manajemen |
| 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: | MELATI CAHYA FITRIANI |
| Date Deposited: | 28 Apr 2022 03:08 |
| Last Modified: | 19 Jul 2022 07:34 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60607 |
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