KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUASAN DAN LOYALITAS NASABAH

Abstract

This study described the effect of product quality and service quality on sustomer satisfaction and loyalty. The population in this study was the customers of Kredit Usaha Rakyat at BRI Warungasem. The sampling method used in this research was purposive sampling. The samples in this study were 100 customers in People’s Business Credit (Kredit Usaha Rakyat) BRI Batang Branch Unit Warungasem who had already taken at least two time KUR credits. The instrument of answers measurement used was a Likert scale 1-7 alternative answers. Testing instrument used was validity and reliability, and testing the model used was the coefficient of determination and F test (goodness of fit). Testing the hypothesis in this study used t test. Variables used in the study were product quality, service quality, customer satisfaction and loyalty.The results showed that there was the effect on the product quality and customer satisfaction. Service quality affected the customer satisfaction. Product quality affect the customer loyalty. The quality of service had an effect on customer loyalty. Customer satisfaction had an effect on customer loyalty. Penelitian ini menjelaskan pengaruh kualitas produk dan kualitas layanan terhadap kepuasan nasabah dan loyalitas. Populasi pada penelitian ini adalah nasabah Kredit Usaha Rakyat BRI Unit Warungasem. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling. Sampel dalam penelitian ini adalah 100 nasabah Kredit Usaha Rakyat di BRI Cabang Batang Unit Warungasem yang sudah mengambil minimal dua kali kredit KUR.Pengukuran jawaban instrumen menggunakan skala likert 1-7alternatif jawaban. Pengujian instrumen menggunakan validitas dan reliabilitas, pengujian model menggunakan koefisien determinasi, dan uji F (goodness of fit). Pengujian hipotesis dalam penelitian ini menggunakan uji t. Variabel yang digunakan dalam penelitian yaitu Kualitas Produk, kualitas layanan, kepuasan dan loyalitas nasabah. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh terhadap kepuasan Nasabah.Kualitas layanan berpengaruh terhadap kepuasan Nasabah. Kualitas produk berpengaruh terhadap loyalitas Nasabah.Kualitas layanan berpengaruh terhadap loyalitas Nasabah.Kepuasan berpengaruh terhadap loyalitas Nasabah.

Keywords

• Customer Loyalty, Customer Satisfaction, Quality of Product, Quality of Service