ANALISIS BESARNYA PENGARUH KINERJA PELAYANAN (SERVICE PERFORMANCE) FRONTLINER DAN KEPUASAN NASABAH TERHADAP LOYALITAS NASABAH PRIORITAS PT. BCA, TBK CABANG PERMATA BUANA DENGAN PENDEKATAN METODE REGRESI LINEAR MULTIPLE
Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh kinerja pelayanan (Service Performance) Frontliner dan kepuasan nasabah terhadap loyalitas nasabah PT. BCA, Tbk cabang Permata Buana. Metoda pengambilan sampel dilakukan secara acak sederhana dan penentuan jumlah sampel dihitung menggunakan rumus slovin. Pengambilan data dilakukan dengan menggunakan kuesioner terbuka kepada 63 nasabah prioritas PT.BCA, Tbk cabang Permata Buana yang terpilih sebagai sampel kemudian data dianalisis dengan menggunakan analisis regresi linear multiple. Hasil penelitian menunjukkan bahwa persentase besarnya pengaruh variabel independen yaitu kinerja pelayanan frontliner serta kepuasan nasabah mampu menjelaskan sebesar 53% variasi variabel loyalitas nasabah. Sedangkan sisanya sebanyak 47 % adalah berbagai faktor lain yang tidak diteliti, seperti kenyamanan banking hall, antrian yang terlalu panjang, lokasi tempat yang tidak strategis, dan lain sebagainya.
Kata kunci: Kinerja pelayanan, Kepuasan nasabah, Loyalitas nasabah
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