PENGARUH PRODUK, PROMOSI, DAN KUALITAS LAYANAN TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI INTERVENING DI BNI SYARIAH YOGYAKARTA

Authors

  • Okky Setia Arde Prabayu, Erni Widajanti & Y. Djoko Suseno

Abstract

This research is a survey research based on the decline in the number of customers in PT BNI Syariah Branch Yogyakarta from 2013 - 2017. This study aims to examine the significant influence between: product, promotion, service quality and customer satisfaction on customer loyalty at PT Sharia Branch of Yogyakarta. The research population is 380 customers, the sample used is 44% of the population, namely 167. This study uses path analysis with multiple linear regression, using the classic assumption test, t test, F test and coefficient of determination (R2). The results of the t test, namely product, promotion, service quality and customer satisfaction have a significant effect on customer loyalty in PT BNI Syariah Yogyakarta Branch. The results of the coefficient of determination (R2) obtained Adjusted R square (R2) of 0.604 means that the contribution or influence of the product, promotion, service quality and customer satisfaction is 60.4% while the remaining 39.6% is explained by other variables outside this research. Keywords: Loyalty, Products, Promotion, Service quality

Downloads

Published

2019-05-27

How to Cite

Y. Djoko Suseno, O. S. A. P. E. W. &. (2019). PENGARUH PRODUK, PROMOSI, DAN KUALITAS LAYANAN TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI INTERVENING DI BNI SYARIAH YOGYAKARTA. JAMASADA: JOURNAL OF HUMAN RESOURCE MANAGEMENT, 12(2). Retrieved from https://ejurnal.unisri.ac.id/index.php/Manajemen/article/view/3008

Issue

Vol. 12 No. 2 (2018): Manajemen Sumber Daya Manusia

Section

Artikel

License

Authors who publish this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors can separately make additional contractual arrangements for non-exclusive distribution published by the journal (e.g., publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are allowed and encouraged to send their work via online (e.g., in the institutional repositories or their website) after published by the journal.