PENGARUH BRAND EQUITY DAN WEBSITE QUALITY TERHADAP LOYALITAS NASABAH PENGGUNA FASILITAS INTERNET BANKING DI INDONESIA

DEFRIANSYAH, DEFRIANSYAH (2010) PENGARUH BRAND EQUITY DAN WEBSITE QUALITY TERHADAP LOYALITAS NASABAH PENGGUNA FASILITAS INTERNET BANKING DI INDONESIA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

In Today’s competitive world, the role of the Internet and Brand has entered all through the corner of the life, including in the service of banking finance that used Internet Banking facilities. To be able to provide the good service, win the competition and ultimately seize the customer's loyalty, a Bank must pay attention to Brand Equity and Website Quality. The aim of this research is to examine the relationhips between Brand Equity and the Website Quality towards the customer's loyalty of Banks which provide the Internet Banking service. Brand Equity was measured through Brand Loyalty, Satisfaction and Reputation. Meanwhile, Website Quality was measured through Web Information Quality component and Web System Quality from Website Internet Banking. To measure those variables, questioners were developed and were sent to the respondents through the online survey website. Using statistical tools, questions were found to be reliable and valid. Non probability sampling, particularly accidental sampling were employed. The total samples of 400 were gained. In addition, the Heteroskedastisity test, the Multicolinearity test, Autokorelation, F test and T test and multiple regression analysis were also carried out. Using multiple regression analysis, it was found that both Brand Equity and Website Quality were influential significant towards Loyalty of the Internet Banking’s user. Likewise together Brand Equity and Website Quality were influential significant towards Loyalty of the Internet Banking’s user. The writer suggests that Banks that own of Internet Banking facilities should maintain customer Loyalty of the Internet Banking by paying attention to Brand Equity and Website Quality that Bank.Dalam era persaingan dewasa ini, Internet dan Brand sudah masuk keseluruh penjuru kehidupan, termasuk dalam layanan keuangan perbankan yang menggunakan fasilitas Internet Banking. Untuk dapat memberikan pelayanan yang baik dan memenangkan persaingan untuk merebut loyalitas nasabah Bank, sebuah Bank yang memiliki fasilitas Internet Banking, perlu memperhatikan Brand Equity dan Website Quality yang dimiliki Bank Tersebut. Tujuan dari penelitian ini adalah untuk menguji hubungan antara Brand Equity dan Website Quality terhadap Loyalitas Nasabah Bank pengguna Internet Banking. Brand Equity diukur menggunakan Brand Loyalty, Satisfaction dan Reputation, sedangkan Website Quality diukur dengan Web Information Quality dan Web System Quality dari Website Internet Banking. Untuk mengukur variabel tersebut, digunakan kuesioner yang disampaikan kepada responden menggunakan website khusus untuk penelitian ini. Analisa dengan menggunakan statistik, pertanyaan didalam kuesioner reliable dan valid. Teknik Sampling yang digunakan adalah Non probability Sampling (Accidental Sampling). Sample yang diperoleh adalah sebanyak 400 responden. Kemudian dilakukan uji Heteroskedastisity , uji Multicolinearity , Autokorelation, F test and T test dan regresi berganda. Dari hasil analisis regresi berganda, menunjukan secara parsial baik Brand Equity maupun Website Quality berpengaruh signifikan terhadap Loyalitas Pengguna Internet Banking. Demikian juga secara bersama-sama Brand Equity dan Website Quality berpengaruh signifikan terhadap Loyalitas Pengguna Internet Banking . penulis menyarankan kepada Bank pemilik fasilitas Internet Banking untuk menjaga Loyalitas Nasabah dengan memperhatikan Brand Equity dan Website Quality Bank Tersebut. Penelitian ini diharapkan dapat berguna bagi Bank pemilik fasilitas Internet Banking mempertahankan Loyalitas Nasabah pengguna Internet Banking dengan memperhatikan Brand Equity dan Website Quality yang dimiliki oleh Bank Tersebut.

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