PURWANTORO, MUCHAMMAD (2022) PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN KEPERCAYAAN NASABAH TERHADAP LOYALITAS NASABAH TABUNGAN SIMPEDA BANK DKI CABANG UTAMA JUANDA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Covid-19 pandemic has reached a new chapter with the start of vaccination programs in various countries. Such progress is driving the recovery of the world economy. The Indonesian economy showed an improvement with a thinning contraction in the first quarter of 2021. As a BUMD of the DKI Jakarta Provincial Government, Bank DKI must be stronger in the face of competition from other banks. Therefore, Bank DKI must do its best to be able to increase customer loyalty through, among others, service quality, product quality and customer trust as factors that are considered influential. This study examines the factors that influence customer loyalty Bank DKI Juanda Main Branch with the variables service quality, Product quality and Trust. The object of this research is customer Bank DKI Main Branch. This study was conducted on 126 respondents using a quantitive descriptive approach. The approach used in this study is the Structural Equation Model (SEM) with a Smart-PLS analysis tool. The results of this study show that the variables of service quality have a positive significant effect on customer loyalty, product quality have a positive significant effect on customer loyalty and trust have a positive significant effect on customer loyalty Bank DKI Main Branch. Keywords: Service Quality, Product Quality, Trust, Customer Loyalty Pandemi Covid-19 telah mencapai babak baru dengan dimulainya program vaksinasi di berbagai negara. Kemajuan tersebut mendorong pemulihan ekonomi dunia. Perekonomian Indonesia menunjukkan perbaikan dengan kontraksi yang semakin menipis pada triwulan I tahun 2021. Sebagai BUMD Pemerintah Provinsi DKI Jakarta, Bank DKI harus lebih kuat menghadapi persaingan bank lainnya. Maka, Bank DKI harus berupaya sebaik mungkin untuk dapat meningkatkan loyalitas nasabah melalui antaranya kualitas pelayanan, kualitas produk dan kepercayaan nasabah sebagai faktor yang dianggap berpengaruh. Penelitian ini meneliti tentang faktor yang mempengaruhi loyalitas nasabah Bank DKI Cabang Utama Juanda dengan variabel kualitas pelayanan, kualitas produk dan kepercayaan. Objek penelitian ini adalah nasabah Bank DKI Cabang Utama Juanda. Penelitian ini dilakukan terhadap 126 responden dengan menggunakan pendekatan deskriptif kuantitatif. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Oleh karena itu hasil penelitian ini menyatakan bahwa variabel kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas nasabah, kualitas produk berpengaruh positif signifikan terhadap loyalitas nasabah dan kepercayaan berpengaruh positif dan signifikan terhadap loyalitas nasabah Bank DKI Cabang Utama Juanda. Kata Kunci: Kualitas Pelayanan, Kualitas Produk, Kepercayaan, Loyalitas Nasabah
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