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Setelah dilakukan tinjauan pustaka dan penyusunan hipotesis, data dikumpulkan melalui
metode kuesioner terhadap 100 responden nasabah Bank Rakyat Indonesia Unit Bandarjo
yang diperoleh dengan menggunakan teknik purposive sampling . Kemudian dilakukan
analisis terhadap data yang diperoleh dengan menggunakan teknik analisis regresi
berganda. Analisis ini meliputi: uji validitas dan realibilitas, uji asumsi klasik, analisis
regresi berganda, pengujian hipotesis melalui uji t dan uji F, serta analisis koefisien
determinasi (R2).
Dari hasil hipotesis menunjukkan bahwa kepercayaan, komitmen, dan penanganan keluhan
terbukti berpengaruh positif dan signifikan terhadap variabel dependen loyalitas nasabah,
sebaliknya komunikasi memiliki pengaruh positif dan tidak signifikan terhadap loyalitas
nasabah. Penelitian ini juga menemukan bahwa dari keempat variabel independen tersebut,
penanganan keluhan memiliki pengaruh yang paling besar terhadap loyalitas nasabah.
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ABSTRACT
The research was motivated by the phenomenon of competition in the banking industry in
order to gain customer loyalty. Sufficient quantity of banks, especially in this area Semarang,
create a branch of Bank Rakyat Indonesia Unit Bandarjo need to improve new strategies to
retain customers to remain loyal. It required an effort to maintain and continuously improve
the development of strategy and innovation. This study aims to determine the effect of
variables of trust, commitment, communication, and conflict handling against the loyalty of
customers from Unit of Bank Rakyat Indonesia Bandarjo.
After review of the literature and formulation of hypotheses, data collected through
questionnaire method on 100 customers of Bank Rakyat Indonesia Unit Bandarjo
respondents obtained by using accidental sampling technique. Then conducted an analysis of
data obtained using multiple regression analysis techniques. This analysis includes: validity
and reliability, the classic assumption test, multiple regression analysis, hypothesis testing
via t test and F test, and analysis of the coefficient of determination (R2).
From the results of the hypothesis the variable trust, commitment, and conflict handling
proved to have a positive and significant impact on customer loyalty is the dependent
variable, otherwise the communication have a positive and no significant impact on customer
loyalty. Meanwhile, from the four independent variables the biggest variable that influence
customer loyalty is conflict handling.