PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN RELATIONSHIP QUALITY TERHADAP LOYALITAS NASABAH
Abstract
This study aims to analyze the influence of service quality (X1), product quality (X2) and relationship quality (X3) on customer loyalty (Y) at the Head Office of Bank Syariah Indonesia. The hypotheses tested in this study are: (1) It is suspected that the service quality variable (X1) influences customer loyalty (Y). (2) It is suspected that the product quality variable (X2) influences customer loyalty (Y). (3) It is suspected that the relationship quality variable (X3) influences customer loyalty (Y). (4) It is suspected that the service quality variables (X1), product quality (X2) and relationship quality (X3) simultaneously influence customer loyalty (Y). This study employed a quantitative analytical descriptive design. The sampling technique used was Proportionate Stratified Random Sampling, with 99 respondents. A questionnaire was used as the data collection instrument. Data analysis techniques included descriptive analysis, analytical requirements testing, BLUE assumption testing, and hypothesis testing. The results of the study showed that: First, the service quality variable partially showed a positive and significant effect on customer loyalty (the coefficient value of t count > t table, 10.016 > 1.980 at a significant 0.000 < 0.05). So the hypothesis (H1) is accepted. Second, the product quality variable partially showed a positive and significant effect on customer loyalty (the coefficient value of t count > t table, 8.463 > 1.980 at a significant 0.000 < 0.05). So the hypothesis (H2) is accepted. Third, the relationship quality variable partially showed a positive and significant effect on customer loyalty (the coefficient value of t count > t table, 8.940 > 1.980 at a significant 0.000 < 0.05). So the hypothesis (H3) is accepted. Fourth, the results of this study indicate that service quality, product quality and relationship quality together (simultaneously) have a positive effect on customer loyalty, with a coefficient value of F count 49.112 > F table 2.72 at a significance of 0.000 < 0.05 that H4 is accepted (H0 is rejected).
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DOI: https://doi.org/10.32509/jmb.v6i1.6416
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