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

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Published

2019-05-27

Issue

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

Section

Artikel

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How to Cite

PENGARUH PRODUK, PROMOSI, DAN KUALITAS LAYANAN TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI INTERVENING DI BNI SYARIAH YOGYAKARTA. (2019). JAMASADA: JURNAL MANAJEMEN SUMBER DAYA MANUSIA, 12(2). https://ejurnal.unisri.ac.id/index.php/Manajemen/article/view/3008