Penulis / NIM
ALIP HIRAWAN / 261408009
Program Studi
S1 - MANAJEMEN
Pembimbing 1 / NIDN
Dra. Hj. SALMA BOWTHA, M.Pd / 0023015604
Pembimbing 2 / NIDN
Dra. IRINA POPOI, M.Pd / 0028026007
Abstrak
ABSTRAK
Alip Hirawan, NIM 261 408 009. 2012. “Pengaruh Kualitas Pelayanan Terhadap Loyalitas Nasabah pada PT. Bank Sinar Mas, Tbk. Cabang Gorontalo”. Skripsi, Program Studi S – 1 Manajemen Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Negeri Gorontalo. Dibawah bimbingan Dra. Hj. Salma Bowtha,M.Pd selaku pembimbing 1 dan Dra. Irina Popoi., S.Pd, M.Pd selaku pembimbing II.
Adapun tujuan utama penelitian ini yakni untuk menganalisis dan mendeskripsikan sejauh mana pengaruh antara Kualitas Pelayanan terhadap Loyalitas Nasabah baik secara parsial maupun simultan. Populasi penelitian adalah seluruh nasabah yang ada di lingkungan PT. Bank Sinar Mas, Tbk. Cabang Gorontalo yang berjumlah 504 orang. Sampel penelitian yaitu berjumlah 50 orang. Pengambilan sampel menggunakan metode Purposive Sampling dan analisis data penelitian menggunakan Analisis Regresi Linier Berganda.
Hasil penelitian ini menunjukan bahwa: Peningkatan Loyalitas Nasabah melalui Kualitas Pelayanan pada PT. Bank Sinar Mas, Tbk. Cabang Gorontalo secara simultan berpengaruh signifikan terhadap kinerja karyawan ditunjukkan koofiensi derterminasi r2 = 0.828 atau sebesar 82,8% dan sisanya 17,2% dipengaruhi oleh faktor lain, Peningkatan Loyalitas Nasabah melalui Kualitas Pelayanan berpengaruh signifikan terhadap loyalitas nasabah ditunjukan oleh t hitung masing-masing vaiabel yakni (Responsiveness = 6.182, Reliability = 4.045, Assurance = 2.928, Tanggibles = 1.684, Empathy = 0.598). Hal ditunjukkan oleh hasil regresi dimana nilai ? X1 = 0.520, X2 = 0.894, X3 = 0.613, X4 = 0.240, X5 = 0.043. Hasil ini menunjukkan bahwa dengan Kualitas Pelayanan yang tepat dan baik maka akan meningkatkan Loyalitas Nasabah PT. Bank Sinar Mas, Tbk. Cabang Gorontalo.
Kata Kunci : Kualitas Pelayanan dan Loyalitas Nasabah
ABSTRACT
Alip Hirawan, NIM 261 408 009. 2012. “The Effect Of Service Quality Toward Costumer Loyalty at PT. Bank Sinar Mas, Tbk. Branch Of Gorontalo”. Study Program: Undergraduate Program of Management. Department of Mangement. Faculty of Economics and Business. Gorontalo State University. Supervisor: Dra. Hj. Salma Bowtha, M.Pd., Co-Supervisor: Dra. Irina Popoi., S.Pd, M.Pd.
The objectives of this study are to analyze and to describe how far the effect service quality toward costumers loyalty by simultaneously and partial. Population of this study is the whole costumers of PT. Bank Sinar Mas, Tbk. Branch of Gorontalo. The population in this study is consists of 504 costumers. Sample of this study is 50 costumers. Sample was taking by using purposive sampling. Technique of analyzing the data is using multiple regression linier analysis.
The result of the study shows that: the increasing of costumers loyalty by services quality at PT. Bank Sinar Mas, Tbk. Branch of Gorontalo simultaneously effect significantly toward employee performance. It is showed by determination coefficient r2 = 0,828 or around 82,8% and the rest is around 17,2% is effected by the other factors. The increasing of costumers loyalty by service quality effects significantly toward costumers loyalty. It is showed by tcount from each indicators (Responsiveness = 6.182, Reliability = 4.045, Assurance = 2.928, Tanggibles = 1.684, Empathy = 0.598). it can be seen from regression result where is the ? value X1 = 0.520, X2 = 0.894, X3 = 0.613, X4 = 0.240, X5 = 0.043. in this result shows that by applying good and appropiate quality service can increased costumers loyalty at PT. Bank Sinar Mas, Tbk. Branch of Gorontalo.
Keywords : Service Quality and Coustumer Loyalty
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