PENGARUH KUALITAS PELAYANAN, PROMOSI, CITRA MEREK TERHADAP KEPUASAN DAN IMPLIKASINYA TERHADAP LOYALITAS NASABAH PEMILIK KARTU KREDIT BCA PLATINUM

KELLY, JOHN (2015) PENGARUH KUALITAS PELAYANAN, PROMOSI, CITRA MEREK TERHADAP KEPUASAN DAN IMPLIKASINYA TERHADAP LOYALITAS NASABAH PEMILIK KARTU KREDIT BCA PLATINUM. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Platinum credit cards BCA decline caused by the rules of card ownership restrictions and interest on credit cards, where people earn below10 million may only have two credit cards issuer and factors such incessant bank offers a similar product from competitor more tempting. This study aimed to examine and analyze the effect service quality, promotion, brand image toward custemer’s satisfaction and its implication to customer’s loyality in choosing of Platinum card credit of BCA. State BCA card centre chase plaza was taken as a case study. Both primary and secondary data were gathered in this study. Secondary data were gathered through various sources such as journals, books, and other related publications. Primary data were gathered using survey questionnaire which were distributed to the target respondents who had credit card BCA platinum. A total of 90 respondens were gained. Two stage-path analysis was employed in this study. In the first stage observed influence to the service quality, promotion, and brand image against customer satisfaction. In the second stage observed influence to the service quality, promotion and brand image against customer loyalty and customer satisfaction as a intervening variabel. The result showed that service quality, promotion, and brand image had a positive and significant influence on customer satisfaction both individually and simultaneously. Service quality was found dominant. It was also found that service quality, promotion, brand image and customer satisfaction had a positive and significant influence on customer loyalty both individually and simultaneously. Brand image was found dominant. It is suggested that the company should improve the service quality, promotion and brand image to increase customer satisfaction and customer loyalty. Further research research it is advised to include other variables such as : trust, promotion, corporate image, etc. Key Words : service quality, promotion, brand image, custemer’s satisfaction and customer’s loyality Kartu kredit BCA Platinum mengalami penurunan disebabkan oleh karena aturan pembatasan kepemilikan kartu dan bunga kartu kredit, dimana masyarakat berpenghasilan di bawah 10 juta hanya boleh memliki kartu kredit dua penerbit dan faktor diantaranya gencarnya penawaran produk serupa dari bank pesaing yang lebih menggiurkan. Penelitian ini bertujuan menguji dan menganalisis pengaruh kualitas pelayanan, promosi, citra merek terhadap kepuasan nasabah dalam memilih kartu kredit dan implikasinya terhadap loyalitas nasabah kartu kredit BCA platinum. Penelitian dilakukan di BCA card center chase plaza. Data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Data sekunder diperoleh dari berbagai sumber seperti buku, jurnal serta data – data lain yang dipublikasikan. Data primer diperoleh melalui survey yang disebarkan kepada nasabah yang memiliki kartu kredit BCA platinum. Diperoleh sampel sebanyak 90 responden. Metode penelitian yang digunakan dalam penelitian ini adalah analisis dua jalur. Pada jalur pertama melihat pengaruh kualitas pelayanan, promosi dan citra merek terhadap kepuasan nasabah. Pada jalur kedua melihat pengaruh kualitas pelayanan, promosi dan citra merek terhadap loyalitas nasabah melalui kepuasan nasabah. Hasil penelitian menunjukkan bahwa kualitas pelayanan, promosi dan citra merek berpengaruh positif dan signifikan terhadap kepuasan nasabah baik secara individual maupun secara bersama – sama. Kualitas pelayanan merupakan variabel yang memiliki pengaruh paling kuat terhadap kepuasan nasabah. Hasil penelitian ini juga menunjukkan bahwa secara individual dan secara bersama – sama variabel kualitas pelayanan, promosi, citra merek dan kepuasan nasabah memiliki pengaruh yang positif dan signifikan terhadap loyalitas nasabah. Citra merek jadi variabel yang memiliki pengaruh paling kuat terhadap loyalitas nasabah. Berdasarkan dari hasil penelitian, untuk meningkatkan kepuasan nasabah dan loyalitas nasabah maka perlu dilakukan peningkatan kualitas pelayanan, promosi dan citra merek. Untuk penelitian mendatang disarankan untuk mengikutsertakan variabel lain seperti: kepercayaan, promosi, citra perusahaan, dan lain sebagainya. Kata kunci: kualitas pelayanan, promosi dan citra merek, kepuasan nasabah dan loyalitas nasabah

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