ANALISIS PENGARUH KUALITAS PRODUK, FASILITAS, KUALITAS PELAYANAN, DAN PROMOSI TERHADAP LOYALITAS NASABAH PADA PT. BCA CABANG KANJENGAN SEMARANG

Abstract

Competition in the banking world is no longer exciting, because the number of banks is reduced and the level of public trust in the Indonesian banking dropped dramatically. To deal with it the banking world today required to fix the management and conduct of appropriate strategies achieve maximum customer by offering a variety of its products for sustained customer loyalty. The purpose of this research is to determine the effect of products, facilities, services and promotion of customer loyalty by partial and simultaneous. The population in this study are all customers of the savings in PT. BCA Branch Kanjengan Semarang, while the sample is at 100 respondents. The sampling technique was purposive sampling. Type of data used is the primary data with questionnaire data collection method. Tool analysis used is multiple regression. The results of this study are: Variable products, facilities, services and promotion of positive influence on customer loyalty, if the products, facilities, service and promotion is increasing, then increasing customer loyalty increases. The dominant factors that affect customer loyalty are the facilities, this is evidenced by the value of the standardized beta coefficient of 0.275 is highest standardized beta coefficient between the values ​​of other variables. After service facilities is variable with standardized beta coefficient value of 0.242, the promotion variable with the value of standardized beta coefficient of 0.223 and variable products with the value of standardized beta coefficient of 0.213.