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Analisis Pengaruh Kepuasan dan Rasa Percaya terhadap Loyalitas Nasabah (Studi pada Bank BNI Cabang UGM Yogyakarta)

Author

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  • Murwanto Sigit

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh secara langsung dari kepuasan nasabah dan rasa percaya nasabah terhadap loyalitas dalam menggunakan produk taplus BNI. Hipotesis yang diajukan dalam penelitian ini adalah a) diduga kepuasan nasabah secara parsial berpengaruh terhadap loyalitas nasabah, dan b) diduga rasa percaya nasabah secara parsial berpengaruh tethadap loyalitas nasabah.Sampel ditentukan dengan metode purposive sampling dari populasi Nasabah Bank BNI cabang UGM Yogyakarta. Data primer dikumpulkan menggunakan kuesionermelalui survey. Sampel penelitian terdiri dari 100 orang nasabah BNI yang menggunakan produk Taplus BNI. Analisis data dilakukan dengan menggunakan Regresi Linear Berganda, diolah menggunakan software SPSS 10.0.Hasil penelitian menunjukkan bahwa a) kepuasan dan rasa percaya secara bersama-sama (simultan) berpengaruh terhadap loyalitas, b) kepuasan nasabah secara parsial berpengaruh terhadap loyalitas, dan c) rasa percaya secara parsial berpengaruh terhadap loyalitas.

Suggested Citation

  • Murwanto Sigit, 2006. "Analisis Pengaruh Kepuasan dan Rasa Percaya terhadap Loyalitas Nasabah (Studi pada Bank BNI Cabang UGM Yogyakarta)," Jurnal Aplikasi Bisnis, Universitas Islam Indonesia, vol. 6(9), pages 764-777.
    • Handle: RePEc:uii:jabisf:v:6:y:2006:i:9:p:764-777:id:7594
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