Friza Alfianto, Satria (2023) PENGARUH BRAND IMAGE, KUALITAS LAYANAN, DAN PRODUK TERHADAP LOYALITAS NASABAH BANK JATENG (Studi Pada Bank Jateng Kantor Cabang Kabupaten Batang). Other thesis, STIE Bank BPD Jateng.
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Abstract
This study aims to find out:(1) brand image has a positive impacton customer loyalty,(2) service quality has a positive impact on customer loyalty, and (3) product has a positive impact on customer loyalty. This research is a case study of a customer of Bank Jateng in Batang Province. The population of this survey is Bank Jateng customers from his 18 years old to his 40 years old in Batang Regency branch, and the survey sample size is 100 of him. The data collection technique used is a questionnaire. The data analysis technique used is to test conventional as sumptions as the data are normal. The results showed that brand image, service quality, and product had a positive impact on customer loyalty with an R-squared of 84.3%. This is because banks are service-oriented businesses and brand image, quality of service, and products are common types of services banks offer to attract and retain customers.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | Penelitian ini bertujuan untuk mengetahui: (1) Adanya pengaruh positif brand image terhadap loyalitas nasabah, (2) Adanya pengaruh positif antara kualitas layanan terhadap loyalitas nasabah, (3) Adanya pengaruh produk terhadap loyalitas nasabah. Penelitian ini merupakan penelitin studi kasus terhadap nasabah Bank Jateng di Kabupaten Batang, populasi pada penelitian kali iniyaitu nasabah Bank Jateng yang berusia 18 sampai 40 tahun di cabang Kabupaten Batang, jumlah sampel penelitian sejumlah 100 orang. Metode pengumpulan data yang digunakan yaitu kuisioner. Metode analisis data yang digunakan adalah dengan pengujian asumsi klasik karena data bersifat normal. Hasil penelitian menunjukan bahwa adanya pengaruh positif brand image, kualitas layanan, produk terhadap loyalitas nasabah dengan R-square sebesar 84,3% . Hal ini terjadi karena tidak lepas bahwa bank merupakan perusahaan berbasis jasa, dimana Brand Image, Kualitas Layanan, dan Produk merupakan jenis layanan umum yang bank tawarkan untuk menarik dan mempertahankan nasabah. |
| Uncontrolled Keywords: | banking, customer service, loyalty |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 04 Jul 2023 02:01 |
| Last Modified: | 04 Jul 2023 02:01 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1082 |
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