PENGARUH EFEKTIFITAS MUTU PELAYANAN, KEPUASAN PELANGGAN, RELATIONSHIP MARKETING TERHADAP LOYALITAS DAN KETEGUHAN PELANGGAN DALAM PENGHIMPUNAN DANA MASYARAKAT. (STUDI KASUS PADA BRI CABANG GRESIK)

Abstract

ABSTRACT Generally, to a bank surviving needs capital resource and its usage The capital is adequuate saving and loan. In collecting the capital, not all banks gets the collection easily. It is even difficult. The banks often face a lot of problems in the field. Because of the limited time and opportunities, this research is only focused on the problems faced by banks in collecting sociaty's capital as explained below. The problems face are: the service quality including (realibility, responsibility, Assurance, emphaty, tangible as mentioned by Parasuraman et. al., 1990), customer's satisfaction which support costumer's loyalty (Fornell et. al., 1996), relationship marketing to weave a long term relationship between the customer and the company (Petrof, 1997), the customer's loyalty in purchasing the products consistently (Fornell, 1992), customer's dependability not to be persuaded easily by the products of the competitors (Basu, 1999). This research is expected to be able to give solutions for the problems mentioned above that the company is able to gather the funds up easily and efficiently as well as able to finance the daily funds flow in secure in long term. This research uses purposive sampling method. It examines 125 savers mostly at BRI Gresik Branch. The studying on the savers is based on the rank of their saving sums (current account, deposit and saving). The consideration to limit the big deviation is because the big customers are more critical. The data were collected bygiving questioneaires objectively and they were processed in SEM with AMOS 4.01 program. From the outcomes of the research, it can be concluded that the service quality influences positively in satisfaction, the satisfaction influences positively customer's loyalty and relationship marketing influence positively in customer's loyalty. Likewise, the customer's loyality influences positively in customer's dependabilities on their favourite products positively. From the results of the study, a theory implication and managerial implication were drawn, as well as the limitation and agenda of the research can be applied for future researches. ABSTRAKSI Pada umumnya untuk menjaga kelangsungan hidup suatu Bank perlu sumber dan penggunaan dana berupa simpanan dan pinjaman yang memadai. Tidak semua Bank dalam menghimpun dana masyarakat dapat diperoleh dengan mudah bahkan sebaliknya menghadapi banyak permasalahan di lapangan. Banyaknya kendala waktu dan tenaga maka penelitian ini hanya difokuskan pada permasalahan yang dihadapi Bank di dalam penghimpunan dana masyarakat seperti diuraikan dibawah ini. Permasalahan yang dihadapi antara lain: kualitas pelayanan yang meliputi (kehandalart, ketanggapan, Jaminan, kepedulian, berwujud seperti telah dikemukakan Parasuraman dkk, 1990), kepuasan pelanggan yang dapat mendorong loyalitas pelanggan (Fomell dkk 1996), relationship marketing untuk menjalin hubungan jangka panjang pelanggan dengan perusahaan (Petrof 1997), loyalitas pelanggan dalam pembelian produk secara konsisten (Fomell 1992), keteguhan pelanggan untuk tidak mudah dipengaruhi produk pesaing (Basu 1999). Penelitian ini diharapkan mampu memberi jalan keluar atas permasalahan tersebut di atas sehing,ga perusahaan dapat menghimpun dana dengan lancar dan efisien serta mampu membiayai penggunaan dananya sehari-hari secara aman dalam jangka panjang. Penelitian ini menggunakan metode purposive sampling yaitu meneliti terhadap 125 penyimpan terbesar di Kama BRI Gresik berdasarkan rangking jumlah simpanannya (giro, deposito dan tabungan). Pertimbangan untuk membatasipenyimpan besar tersebut karena nasabah besar lebih kritis. Data dihimpun dengan menyebar kuisener secara obyketif dan diolah dengan SEM dengan program AMOS 4.01. Dad hasil penelitian dapat disimpulkan. bahwa mutu pelayanan berpengaruh positip terhadap kepuasan, kepuasan berpengaruh terhadap kepuasan, kepuasan pelanggan dan relationship marketing berpengaruh positip terhadap loyalitas pelanggan. Begitu pula bahwa loyalitas pelanggan berpengaruh positip terhadap keteguhan pelanggan atas produk pilihannya. Dari basil penelitian ini telah pula dapat ditarik suatu implikasi teoritis dan implikasi manajerial, begitu pula keterbatasan dan agenda penelitian yang dapat dipakai sebagai referensi untuk penelitian di waktu yang akan datang.