Pengaruh Kualitas Pelayanan dan Promosi Terhadap Loyalitas Nasabah di Bank BJB Cabang Garut
Abstract
Abstrak
Industri perbankan perbankan sedang mengalami pertumbuhan signifikan dalam jumlah bank yang beroperasi. Kemampuan industri perbankan memenuhi permintaan layanan perbankan yang terus meningkat di Indonesia. Untuk mencapai tujuan ini, hubungan antar bank semakin erat. Setiap bank berupaya meningkatkan kepercayaan dan kepuasan nasabah dengan menyediakan produk dan layanan berkualitas tinggi. Dengan adanya tujuan penelitian ini yaitu untuk mengetahui: 1) Bagaimana kualitas pelayanan, promosi dan loyalitas nasabah. 2) Seberapa besar hubungan kualitas pelayanan dan promosi. 3) Seberapa besar pengaruh kualitas pelayanan dan promosi terhadap loyalitas nasabah. Peneliti menggunakan metode kuantitatif dan pendekatan yang dilakukan yaitu deskriptif dan verifikatif. Sedangkan data analisis menggunakan uji parsial dan simultan. Sebelum dilakukan uji statistik, dilakukan terlebih dahulu uji asumsi klasik seperti uji normalitas, uji multikolinearitas, uji autokorelasi dan uji heteroskedastisitas. Berdasarkan hasil penelitian nilai Adjusted R Square sebesar 0,683 nilai koefisien determinasi ini merupakan kontribusi suatu variabel terhadap variabel dependen. Bisa disimpulkan bahwa Kualitas Pelayanan dan Promosi mempengaruhi Loyalitas Nasabah. Penelitian dapat disimpulkan sebagai berikut: 1) kualitas pelayanan bersikap sopan diberikan kepercayaan dalam melakukan pelayanan kepada nasabah. Bank BJB Cabang Garut melakukan beberapa promosi kepada nasabah melalui karyawan yang merekomendasikannya sesuai dengan kebutuhannya. loyalitas nasabah tercermin dari keinginan nasabah sendiri yang senang dalam berbagai informasi kepada yang lain. 2) Kualitas pelayanan dan promosi memiliki hubungan yang cukup kuat. 3) Kualitas Pelayanan dan promosi secara parsial berpengaruh terhadap loyalitas nasabah. Sedangkan secara simultan memiliki hubungan yang signifikan terhadap loyalitas nasabah.
Kata Kunci: Kualitas Pelayanan, Promosi, Loyalitas Nasabah
Abstract
The banking industry is experiencing significant growth in the number of banks operating. The ability of the banking industry to meet the increasing demand for banking services in Indonesia. To achieve this goal, interbank relations are becoming increasingly close. Each bank strives to increase customer trust and satisfaction by providing high-quality products and services. The aim of this research is to find out: 1) What is the quality of service, promotions and customer loyalty. 2) How big is the relationship between service quality and promotion. 3) How big is the influence of service quality and promotions on customer loyalty. Researchers used quantitative methods and the approach taken was descriptive and verification. Meanwhile, data analysis uses partial and simultaneous tests. Before carrying out statistical tests, classical assumption tests such as normality tests, multicollinearity tests, autocorrelation tests and heteroscedasticity tests are first carried out. Based on the research results, the Adjusted R Square value is 0.683. This coefficient of determination value is the contribution of a variable to the dependent variable. It can be concluded that Service Quality and Promotion influence Customer Loyalty. The research can be concluded as follows: 1) quality of service, being polite, giving trust in providing services to customers. Bank BJB Garut Branch carries out several promotions to customers through employees who recommend them according to their needs. Customer loyalty is reflected in the customer's own desire to share information with others. 2) Service quality and promotion have a fairly strong relationship. 3) Service quality and promotions partially influence customer loyalty. Meanwhile, simultaneously it has a significant relationship with customer loyalty.
Keywords: Service Quality, Promotion, Customer Loyalty
