THE ANALYSIS OF INFLUENCE BETWEEN SERVICE QUALITY AND CUSTOMER SATISFACTION TOWARD CUSTOMER LOYALTY IN MUAMALAT BANK OF BANDAR LAMPUNG BRANCH ANALISIS PENGARUH KUALITAS PELAYANAN DAN KEPUASAN NASABAH TERHADAP LOYALITAS NASABAH BANK MUAMALAT CABANG BANDAR LAMPUNG

FIA TRANSTRIANINGZAH, 1221011028 (2014) THE ANALYSIS OF INFLUENCE BETWEEN SERVICE QUALITY AND CUSTOMER SATISFACTION TOWARD CUSTOMER LOYALTY IN MUAMALAT BANK OF BANDAR LAMPUNG BRANCH ANALISIS PENGARUH KUALITAS PELAYANAN DAN KEPUASAN NASABAH TERHADAP LOYALITAS NASABAH BANK MUAMALAT CABANG BANDAR LAMPUNG. Masters thesis, Universitas Lampung.

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COVER LUAR.pdf

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LEMBAR PERSETUJUAN.pdf

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LEMBAR PENGESAHAN.pdf

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Abstrak

This research was conducted in Muamalat Bank of Bandar Lampung Branch. It was expected to give benefit as the information for banks in increasing the service quality and customer satisfaction. Another benefit from this research was as the reference to the next researcher. Paying attention to the service quality and customer satisfaction was really urgent matter for companies which run banking business. Both were aimed to be able supporting of customers loyalty which was as the strategic aspects to win the tight competition. The problem appeared whether the quality service and customer satisfaction influenced the customer loyalty at Muamalat Bank in Bandar Lampung Branch or not. The aim of the research was to know the influence between service quality and customer satisfaction toward customer loyalty at Muamalat Bank of Bandar Lampung Branch. The research carried out thehypothesis that service quality and customer satisfaction influenced toward customer loyalty at Muamalat Bank of Bandar Lampung Branch. Technique of analysis which was used namely multiple linear regressions with reliability level 95%. As a result of analysis indicated that service quality and customer satisfaction influenced toward customer loyalty using multiple linear regression equation such as Y= -6,075 + 0,198X1 + 0,422X2. Based on T-Test for service quality variable (X1), there is significance value ≤ 0,05, namely 0,005 and for customer satisfaction variable (X2) there is significance value ≤ 0,05, namely 0,000. It means service quality and customer satisfaction partially influences toward customer loyalty. From those independent variables, customer satisfaction variable is the most influenced variable toward customer loyalty. Based on F-test, it could be known that significance value ≤ 0,05 namely 0,000. It means that both service quality and customer satisfaction give positive and significance impact toward customer loyalty. On the other hand, determination coefficient (R2) reached 0,406, it shows that the influence given by combination between variables of service quality and customer satisfaction toward customer loyalty is 40,6% and the rest 59,4% influenced by the other variables. Thus, in improving customer loyalty, the bank has to improve the service quality and customer satisfaction. Key words: service quality, customer satisfaction and customer loyalty. Penelitian ini dilaksanakan di Bank Muamalat Cabang Bandar Lampung dan manfaat yang diharapkan dari penelitian ini adalah sebagai sumber informasi bagi bank dalam usaha meningkatkan kualitas pelayanan dan kepuasan nasabahnya serta dapat dijadikan sebagai bahan referensi untuk peneliti selanjutnya. Bagi perusahaan yang bergerak di bidang jasa perbankan, memperhatikan kualitas pelayanan dan kepuasan nasabah adalah hal pokok yang tidak boleh diabaikan, dimana keduanya diharapkan dapat mendorong terwujudnya loyalitas nasabah yang merupakan aspek strategis dalam memenangkan persaingan yang semakin ketat. Permasalahannya apakah kualitas pelayanan dan kepuasan nasabah tersebut mempengaruhi loyalitas nasabah pada Bank Muamalat Cabang Bandar Lampung. Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitaspelayanan dan kepuasan nasabah terhadap loyalitas nasabah di Bank Muamalat Cabang Bandar Lampung. Dengan hipotesis bahwa kualitas pelayanan dan kepuasan nasabah berpengaruh terhadap loyalitas nasabah pada Bank Muamalat Cabang Bandar Lampung. Teknik analisis yang digunakan adalah regresi linier berganda dengan tingkat kepercayaan sebesar 95%. Hasil analisis menunjukkan bahwa kualitas pelayanan dan kepuasan nasabah berpengaruh positif terhadap loyalitas nasabah dengan persamaan regresi linier berganda sebagai berikut Y = -6,075 + 0,198X1 + 0,422X2. Berdasarkan uji t untuk variabel kualitas pelayanan (X1) diperoleh nilai signifikansi ≤ 0,05, yaitu 0,005 dan untuk variabel kepuasan nasabah (X2) nilai signifikansi ≤ 0,05, yaitu 0,000. Artinya secara parsial kualitas pelayanan dan kepuasan nasabah berpengaruh terhadap loyalitas nasabah. Dan dari kedua variabel bebas tersebut, variabel kepuasan nasabah yang paling berpengaruh terhadap loyalitas nasabah. Berdasarkan uji F diketahui bahwa nilai signifikansi ≤ 0,05, yaitu 0,000. Hal ini berarti kualitas pelayanan dan kepuasan nasabah secara bersama-sama berpengaruh positif dan signifikan terhadap loyalitas nasabah. Sedangkan koefisien determinasi (R2) yang dihasilkan sebesar 0,406, artinya bahwa pengaruh yang diberikan oleh kombinasi variabel kualitas pelayanan dan kepuasan nasabah terhadap loyalitas nasabah adalah sebesar 40,6% sedangkan 59,4% dipengaruhi oleh variabel lain. Oleh karena itu, untuk meningkatkan loyalitas nasabah perlu adanya peningkatan kualitas pelayanan dan kepuasan nasabah. Kata Kunci: kualitas pelayanan, kepuasan nasabah dan loyalitas nasabah.

Tipe Karya Ilmiah: Tesis (Masters)
Subyek: A General Works = Karya Karya Umum
Program Studi: Fakultas Ekonomi dan Bisnis > Magister Manajemen S2
Depositing User: A.Md Cahya Anima Putra .
Date Deposited: 29 Sep 2014 01:52
Last Modified: 29 Sep 2014 01:52
URI: http://digilib.unila.ac.id/id/eprint/3433

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