Analisis Pengaruh Kualitas Pelayanan Terhadap Loyalitas Nasabah PT Bank Sumut Di Medan

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ANALISIS PENGARUH KUALITAS PELAYANAN

TERHADAP LOYALITAS NASABAH PT BANK SUMUT

DI MEDAN

TESIS

OLEH :

ELFIDA YANI

017019035 / ILMU MANAJEMEN

PROGRAM PASCASARJANA

UNIVERSITAS SUMATERA UTARA

MEDAN

2004

Elfida Yani : Analisis Pengaruh Kualitas Pelayanan Terhadap Loyalitas Nasabah PT Bank Sumut…, 2004

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Elfida Yani, 2004, Analisis Pengaruh Kualitas Pelayanan Terhadap Loyalitas Nasabah PT Bank SUMUT di Medan. Dibawah bimbingan Rismayani, Paharn Ginting dan Sutannan.

ABSTRAK

Perkembangan dunia usaha termasuk sektor perbankan dalam beberapa tahun terakhir ini menunjukkan perkembangan yang amat pesat. Perkembangan tersebut berkaitan dengan perkembangan ekonomi nasional, disamping adanya berbagai kemudahan yang diberikan oleh pemerintah dengan menciptakan iklim yang lebih baik bagi perkembangan dunia usaha di Indonesia.

Bank SUMUT adalah bank milik Pemerintah Daerah Propinsi Sumatera Utara, berupaya memb erikan pelay anan y ang terbaik untuk menciptakan loy alitas nasabahnya. Bentuk-bentuk pelayanan yang diberikan mulai dari keramahan dan kesigapan petugas, penampilan fisik ruangan, brosur-brosur, kecepatan proses layanan dan tersedianya layanan teknologi untuk memudahkan nasabah bertransaksi. Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Pelayanan yang terdiri dari dimensi

reliability, responsiveness, assurances, empathy dan tangibles' terhadap Loyalitas Nasabah

pada Bank SUMUT di Medan. Penelitian ini menggunakan pendekatan teori manajamen pemasaran jasa yang memusatkan perhatian pada kualitas pelayanan dan loyalitas untuk mencari solusi terhadap permasalahan yang dihadapi Bank SUMUT Medan. Dalam penelitian ini metode yang digunakan adalah metode survey, dengan teknik penarikan sampel random sampling yang alokasinya proporsional. Sempel dalam penelitian ini sebanyak 300 orang nasabah. Teknik pengumpulan data y ang digunakan adalah kuesioner, wawancara dan observasi. Sedangkan metode analisis data yang digunakan adalah analisis deskriptif dan model yang digunakan Structural Equation Modeling (SEM) dengan perangkat lunak AMOS ver. 3,6

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Elfida Yani, 2004 The Analysis of The Influence of Services Quality on The Customer Loyalty PT Bank SUMUT in Medan, under Advisors by: Rismavani, Paham Gifu*, and Sutarman

ABSTRCT

Development business consist of banking sector in many years currently, seem fast growth, that it, supported by economic nationally development, and facilities from government with conductive condition for business development in Indonesia. Bank SMUT had given its best services to create the loyalty of its customer. 7he given from of services are friendliness and readiness of officers, physical room performance, brochures, speed of service process and the technology services availability to access the customer who make transaction.

Based on describing in up stair, feel necessary to do research with objective for measure influences of services quality which consist of reliability, responsiveness. assurances, empathy and tangibles at customer loyalty in Bank SUMUT This study use theoretical approach of service marketing management focusing on service quality and loyalty to find solution to the problems faced by Bank SMUT The .stud used survey method, with technique of collecting sample random sampling with proportional allocation. The number sample of this study was 300 customers. The techniques of data collection used ware questionnaire, interview and observation and the data analysis method used was descriptive analysis. Hypothesis are tested by theoretical modeling in this research. Structural Equation Modeling (SEM) processed by AMOS Ver. 3,6 program is used to analyze data and to examine hypothesis The result of the study shows that respondent give positive respond to Bank SMUT service quality, and generally almost every variable got good mark from the customer. The result of SEM test showed that the quality of service influenced positively and significantly to the loyalty. The result of study gave implication that in deciding the policy improve customer loyalty, the management of Bank SMUT was hoped to pay attentions to the service quality, because this variable influenced positively and sign ficantly to the customer loyalty.

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