Kualitas Layanan Dan Citra Merek Berpengaruh Pada Kepuasan Nasabah Serta Berdampak Terhadap Loyalitas
IN
Abstract
Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Layanan dan Citra Merek terhadap Kepuasan Nasabah serta implikasinya terhadap Loyalitas Nasabah Bank Asing X cabang WTC Sudirman Jakarta. Objek yang digunakan pada penelitian ini adalah Nasabah Bank Asing X cabang WTC Sudirman, dengan 84 nasabah terpilih. Adapun teknik analisis yang digunakan adalah Structural Equation Modelling (SEM) dibantu dengan program Partial Least Square (PLS) Versi 3.0. Hasil penelitian menunjukkan bahwa Kualitas Layanan berpengaruh positif dan signifikan terhadap Kepuasan Nasabah, hasil yang sama berupa positif dan signifikan untuk Citra Merek terhadap Kepuasan Nasabah, Kualitas Layanan terhadap Loyalitas Nasabah, Citra Merek terhadap Loyalitas Nasabah, dan Kepuasan Nasabah terhadap Loyalitas Nasabah.Kata Kunci: Kualitas Layanan, Citra Merek, Kepuasan Nasabah, Loyalitas Nasabah.
Abstract: This study aims to analyze the Service and Brand Image of Customer Satisfaction and its implication for Customer Loyalty of Foreign Bank X WTC Sudirman Jakarta branch. The object in this study is the Foreign Bank X Customers of WTC Sudirman Branch, with 84 customers were selected. The analytical technique used is Structural Equation Modeling (SEM) assisted by Partial Least Square (PLS) version 3.0. The results showed that Service Quality has positive and significant effect on Customer Satisfaction, similar result with positive and significant effect also for Brand Image on Customer Satisfaction, Service Quality on Customer Loyalty, Brand Image on Customer Loyalty, and Customer Satisfaction toward Customer Loyalty.
Keyword: Service Quality, Brand Image, Customer Satisfaction, Customer Loyalty.
References
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Selvakumar JJ. 2015. Impact of Service Quality on Customer Satisfaction in Public Sector and Private Sector Banks. Varanasi Journal. 8 (1).
Sondakh C. 2014. Kualitas Layanan, Citra Merek Dan Pengaruhnya Terhadap Kepuasan Nasabah Dan Loyalitas Nasabah Tabungan (Studi Pada Nasabah Taplus BNI Cabang Manado). Jurnal Riset Bisnis dan Manajemen. 3 (1).
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Tjiptono F. 2014. Pemasaran Jasa. Yogyakarta (ID): Andi.
Wijayanto K. 2015. Pengaruh Kualitas Pelayanan terhadap Kepuasan dan Loyalitas Nasabah Bank. Jurnal Ekonomi Manajemen Sumber Daya. 17 (1).
Wijaya H., Beik IS., Sartono B. 2017. Pengaruh Kualitas Layanan Perbankan terhadap Kepuasan dan Loyalitas Nasabah Bank Syariah XYZ di Jakarta. Jurnal Aplikasi Bisnis dan Manajemen. 3 (3).
Yamit Z. 2010. Manajemen Kualitas Produk & Jasa. Yogyakarta (ID): Ekonisia.
Yulianti F. 2013. Pengaruh Kualitas Pelayanan terhadap Kepuasan Nasabah Tabungan pada Bank Panin Tbk KCP A. Yani Banjarmasin. Jurnal Spread. 3 (2).
Aditama R. 2009. Pengaruh Implementasi Relationship Marketing Terhadap Loyalitas Nasabah Pada PT. Asuransi Takaful Keluarga Cabang Tangerang. Tesis. Program Studi Manajemen. Universitas Brawijaya, Malang.
Akbar MM., Parvez. 2009. Impact of Service Quality, Trust, and Customer Satisfaction Loyalty. ABAC Journal. 29 (1).
Akhtar N., Ahmad A., Ahmad H., Abbas W. 2016. Impact of Service Quality on Customer Satisfaction: A Case of National Bank of Pakistan. International Review of Management and Business Research. 5 (2).
Ali H., Narulita E., Nurmahdi A. 2018. The Influence of Service Quality, Brand Image and Promotion on Purchase Decision at MCU Eka Hospital. Saudi Journal of Business and Management Studies. 3 (1)
Alma B. 2013. Manajemen Pemasaran dan Pemasaran Jasa. Bandung (ID): Alfabeta.
Al-Azzam AFM. 2015. The Impact of Service Quality Dimensions on Customer Satisfaction: A Field Study of Arab Bank in Irbid City, Jordan. European Journal of Business and Management. 7 (15).
Anand V., Selvaraj M. 2012. The Impact of Service Quality on Customer Satisfaction and Loyalty in Indian Banking Sector: An Empirical Study through SERVPERF. International Journal Management Business Research. 2 (2).
Ariff MSMd., Yun LO., Ismail K. 2013. The Impacts of Service Quality and Customer Satisfaction on Customer Loyalty in Internet Banking. Procedia - Social and Behavioral Sciences. Vol. 81.
Atiyah LA. 2017. Impact of service quality on customer satisfaction. Australian Journal of Basic and Applied Sciences. 11 (5).
Bari A. 2014. Pengaruh Kualitas Pelayanan terhadap Kepuasan Pelanggan dalam Berbelanja di Cak-Cuk Surabaya. Jurnal Ilmu & Riset Manajemen. 3 (12).
Chao RF., Wu TC., Shou I., Yen WT. 2015. The Influence of Service Quality, Brand Image, and Customer Satisfaction on Customer Loyalty for Private Karaoke Roomsin Taiwan. The Journal of Global Business Management. 11 (1).
Chiguvi D., Guruwo PT. 2015. Impact of Customer Satisfaction on Customer Loyalty in the Banking Sector. International Journal of Scientific Engineering and Research. 5 (2).
Ghozali I. 2014. Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Semarang (ID): Badan Penerbit Universitas Diponegoro.
Hafeez S., Muhammad B. 2012. The Impact of Service Quality, Customer Satisfaction and Loyalty Programs on Customer’s Loyalty: Evidence from Banking Sector of Pakistan. International Journal of Business and Social Science. 3 (16).
Hasugian JTM. 2015. Pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty Telkomsel (Survey terhadap Pelanggan Telkomsel di Grapari Samarinda). eJournal Ilmu Administrasi Bisnis. 3 (4).
Kasmir. 2010. Manajemen Perbankan. Edisi Revisi. Jakarta (ID): Rajawali Pers.
Kotler P., Keller KL. 2012. Marketing Management. 14st edition. New Jersey (US): Prentice Hall.
Leninkumar V. 2017. The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty. International Journal of Academic Research in Business and Social Sciences. 7 (4).
Lovelock C., Wirtz J. 2011. Manajemen Pemasaran Jasa. Jakarta (ID): PT. Indeks
Lupiyoadi R. 2013. Manajemen Pemasaran Jasa: Berbasis Kompetensi. Edisi ketiga. Jakarta (ID): PT. Salemba Empat.
Manjunath SJ., Aluregowda. 2013. Impact of Service Quality on Customer Satisfaction at AXIS Bank. International Journal of Management and Social Sciences Research. 2 (3).
Mantauv CS. 2015. Pengaruh Service Quality terhadap Loyalitas Nasabah dengan Kepuasan Nasabah sebagai Variabel Intervening. e-Jurnal Apresiasi Ekonomi. 3 (2).
Minh NV., Huu NH. 2016. The Relationship between Service Quality, Customer Satisfaction and Customer Loyalty: An Investigation in Vietnamese Retail Banking Sector. Journal of Competitiveness. 8 (2).
Mohsan F., Nawaz MM., Khan MS., Shaukat Z., Aslam N. 2011. Impact of Customer Satisfaction on Customer Loyalty and Intentions to Switch: Evidence from Banking Sector of Pakistan. International Journal of Business and Social Science. 2 (16).
Neupane R. 2015. The Effect of Brand Image on Customer Satisfaction and Loyalty Intention in Retail Super Market Chain UK. International Social Management. 2 (1).
Onyancha GK. 2013. The Impact of Bank Brand Image on Customer Satisfaction and Loyalty: A Case of Kenya Commercial Bank. European Journal of Business and Management. 5 (21).
Pasha MA., Razashah M. 2018. Impact of Service Quality on Customer Satisfaction: An Empirical Study in Selected Public and Private Sector Banks. Journal of Arts, Science & Commerce. 9 (1).
Pramudyo A. 2012. Pengaruh Citra Merek Terhadap Loyalitas Melalui Kepuasan Sebagai Intervening (Studi pada Mahasiswa Perguruan Tinggi Swasta di Yogyakarta). Jurnal Administrasi Bisnis. 1 (1).
Rachmawati OD., Fauzi A., Hidayat K. 2015. Pengaruh Kualitas Pelayanan terhadap Kepuasan dan Loyalitas Pelanggan (Survey pada Nasabah Tabungan PT. Bank Mandiri Persero Tvk Kantor Cabang Kota Batu). Jurnal Administrasi Bisnis. 29 (1).
Rosita R. 2015. Pengaruh Kualitas Pelayanan terhadap Kepuasan Nasabah BNI, BRI, Bank Mandiri, dan BCA di Bekasi. Jurnal Widya Ekonomika. 1 (1).
Saputra FI. 2011. Kualitas Layanan, Citra dan Pengaruhnya terhadap Loyalitas melalui Kepuasan Pelanggan (Studi Pada PT Bank Bni 46 Sentra Kredit Kecil Surabaya). Jurnal Aplikasi Manajemen. 11 (3).
Satriyani EO. 2012. Pengaruh Kualitas Layanan, Kepuasan Nasabah dan Citra Bank terhadap Loyalitas Nasabah Bank Muamalat di Surabaya. Journal of Business and Banking. 2 (2).
Selvakumar JJ. 2015. Impact of Service Quality on Customer Satisfaction in Public Sector and Private Sector Banks. Varanasi Journal. 8 (1).
Sondakh C. 2014. Kualitas Layanan, Citra Merek Dan Pengaruhnya Terhadap Kepuasan Nasabah Dan Loyalitas Nasabah Tabungan (Studi Pada Nasabah Taplus BNI Cabang Manado). Jurnal Riset Bisnis dan Manajemen. 3 (1).
Sugiyono. 2012. Metode Penelitian Kuantitatif Kualitatif dan R&B. Bandung (ID): Alfabeta
Titko J., Lace N. 2010. Customer Satisfaction and Loyalty in Latvian Retail Banking. Ekonomika ir Vadyba. Vol. 15
Tjiptono F. 2014. Pemasaran Jasa. Yogyakarta (ID): Andi.
Wijayanto K. 2015. Pengaruh Kualitas Pelayanan terhadap Kepuasan dan Loyalitas Nasabah Bank. Jurnal Ekonomi Manajemen Sumber Daya. 17 (1).
Wijaya H., Beik IS., Sartono B. 2017. Pengaruh Kualitas Layanan Perbankan terhadap Kepuasan dan Loyalitas Nasabah Bank Syariah XYZ di Jakarta. Jurnal Aplikasi Bisnis dan Manajemen. 3 (3).
Yamit Z. 2010. Manajemen Kualitas Produk & Jasa. Yogyakarta (ID): Ekonisia.
Yulianti F. 2013. Pengaruh Kualitas Pelayanan terhadap Kepuasan Nasabah Tabungan pada Bank Panin Tbk KCP A. Yani Banjarmasin. Jurnal Spread. 3 (2).
Published
2018-12-21
How to Cite
SCORITA, Kurnia Budhy; NURMAHDI, Adi.
Kualitas Layanan Dan Citra Merek Berpengaruh Pada Kepuasan Nasabah Serta Berdampak Terhadap Loyalitas.
JURNAL ADMINISTRASI KANTOR, [S.l.], v. 6, n. 2, p. 153-162, dec. 2018.
ISSN 2527-9769.
Available at: <https://460290.0x60nl4us.asia/index.php/JAK/article/view/1017>. Date accessed: 28 nov. 2024.
Section
Articles
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