PENGARUH KUALITAS LAYANAN, CITRA MEREK DAN PROMOSI TERHADAP KEPUASAN NASABAH TABUNGAN SIMPEDA BANK DKI

SANI, FAHMY ASRUL (2019) PENGARUH KUALITAS LAYANAN, CITRA MEREK DAN PROMOSI TERHADAP KEPUASAN NASABAH TABUNGAN SIMPEDA BANK DKI. S2 thesis, Universitas Mercu Buana - Menteng.

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Abstract

This study aims to analyze the effect of service quality, brand image and promotion on customer satisfaction of Simpeda Bank DKI Savings. Based on the pre survey conducted by the author, it can be seen that service quality, brand image and promotion are important factors that influence of customer satisfaction at Simpeda Bank DKI at Balaikota Main Branch. Primary data was obtained through questionnaires distributed to 386 Simpeda Bank DKI Savings customers at Balaikota Main Branch. This study was grouped into descriptive and associative study with quantitive analysis. The sampling technique used is non probablity sampling using a purposive sampling system where all elements of the population do not have the same opportunity to be chosen as the research sample.. Quantitative analysis in this study covers validity and reliability, classical assumption, determination coefficient R2, F test, t test and multiple regression analysis. The test results of the coefficient of determination R2 which is equals to 0.630 indicating that 63.0% of customer satisfaction achieved is indeed contributed by independent variables (service quality, brand image and promotion) used in this study. The results of this study indicate that service quality, brand image and promotion have a positive and significant effect on customer satisfaction. The next researcher is advised to add other variables, among others, the quality of service products offered, the location of outlets or offices and price variables into the research model outside the variables that have been studied. The company can also evaluate the three variables, especially the dimensions of responsiveness to service, brand image that is in line with quality and improve promotion by implementing Market Driven Strategy. Keyword: service quality, brand image, promotion, customer satisfaction. dan promosi terhadap kepuasan nasabah Tabungan Simpeda Bank DKI. Berdasarkan pre survey yang dilakukan oleh penulis, terlihat bahwa kualitas layanan, citra merek dan promosi merupakan faktor penting yang memengaruhi kepuasan nasabah Tabungan Simpeda Bank DKI cabang utama Balaikota. Data primer diperoleh melalui kuesioner yang disebarkan kepada 386 nasabah Tabungan Simpeda Bank DKI cabang utama Balaikota. Penelitian ini dikelompokkan menjadi deskriptif dan asosiatif dengan analisis kuantitatif. Teknik sampling yang digunakan adalah non probablity sampling dengan menggunakan sistem purposive sampling dimana semua unsur populasi tidak mempunyai kesempatan yang sama untuk dipilih menjadi sampel penelitian. Analisis kuantitatif pada penelitian ini meliputi uji validitas dan reliabilitas, uji asumsi klasik, koefisien determinasi R2 , uji F, uji t dan analisis regresi berganda. Hasil uji koefisien determinasi R2 yaitu sebesar 0,630 menunjukkan bahwa 63,0% kepuasan nasabah yang dicapai memang dipengaruhi oleh variabel independen (kualitas layanan, citra merek dan promosi) yang digunakan dalam penelitian ini. Hasil dari penelitian ini menunjukkan bahwa kualitas layanan, citra merek dan promosi berpengaruh positif dan signifikan terhadap kepuasaan nasabah. Pada peneliti selanjutnya disarankan untuk menambahkan variabel lain antara lain kualitas produk jasa yang ditawarkan, lokasi outlet atau kantor maupun variabel harga kedalam model penelitian diluar variabel yang sudah diteliti. Perusahaan juga dapat melakukan evaluasi terhadap ketiga variabel tersebut, terutama dimensi cepat tanggap pada layanan, citra merek yang sesuai dengan kualitas dan meningkatkan promosi dengan menerapkan Market Driven Strategy. Kata kunci: kualitas layanan, citra merek, promosi, kepuasan nasabah.

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