ANALISIS REPUTASI MEREK DAN KUALITAS KINERJA KARTU ATM BCA TERHADAP LOYALITAS MELALUI KEPUASAN NASABAH DI PT BCA SEMARANG

Abstract

ABSTRACT This research examines the effects of brand reputation, product's quality performance and loyalty through customer satisfaction. The present research is a case study on BCA ATM Card of PT. Bank Central Asia Semarang branch as the biggest private bank in Indonesia. BCA ATM Card is choossed since it is a trendy superior product. The Structural Equation Modelling (SEM) analyzes is used for data processing through AMOS and SPSS program. The question that arised in the research is that while there is increasing complaint about using ATM Card associated with financial and non-financial, there are many interest to choose the Card. The core problem is how the association of brand reputation, product's quality performance and customer satisfaction to create customer loyalty at BCA. There are 4 hypotheses to be analyzed in the model based on critical value and regression weight with effort to reject null hypotheses and to accept alternate one. To get answer of research problems, we analyzed data. Present research, based on the outline, tries to prove that there are any effects of products quality performance on satisfaction of quality performance on brand reputation on customer satisfaction and of customer satisfaction on customer loyalty. As a managerial implication, PT. BCA Semarang branch should utilize BCA ATM machines and create efficacy by improving facilities to make customer satisfaction and loyalty.