PENGARUH KUALITAS PELAYANAN YANG DIRASAKAN TERHADAP CITRA SERTA IMPLIKASINYA PADA KEPERCAYAAN NASABAH UNTUK MEMILIH BANK MANDIRI DI DKI JAKARTA
Abstract
ABSTRACT
This study was conducted at four and five star banks in Jakarta. The purpose of this study was to determine the effect of Service Quality, image individually (partial) or jointly (simultaneously) and its implications on Customer Trust Bank Mandiri in Jakarta. The research problem is formulated in 5 hypotheses were tested using SEM analysis tools 8:30 LISREL program with 310 respondents, it is concluded as follows: Quality of Service perceived proved positive and significant effect on the Bank Mandiril. Service Quality together proved to be a positive and significant effect on the image Bank Mandiri. Service Quality proved positive and significant effect on customer confidence bank mandiri proved significant influence but not t < 2 (1.06 <2) of the Customer Trust. Service Quality perceived and Bank Mandiri image together proved to be a positive and significant effect on customer confidence.
Keywords : Service Quality Perceived, Bank Image and Customer Trust
ABSTRAK
Penelitian ini dilakukan pada Bank Mandiri di DKI Jakarta. Tujuan penelitian ini adalah untuk mengetahui pengaruh Kualitas Pelayanan yang dirasakan, Citra secara sendiri-sendiri (parsial) maupun secara bersama-sama (simultan) dan implikasinya pada Kepercayaan Pelanggan Bank Mandiri di DKI Jakarta. Permasalahan dalam penelitian ini dirumuskan dalam 5 hipotesis yang diuji dengan menggunakan alat analisis SEM program LISREL 8.30 dengan 310 responden, diperoleh kesimpulan sebagai berikut :
Kualitas Pelayanan yang dirasakan terbukti berpengaruh secara positif dan signifikan terhadap Citra Bank. Kualitas Pelayanan terbukti berpengaruh secara positif dan signifikan terhadap Kepercayaan Pelanggan. Citra Bank terbukti berpengaruh dan tidak signifikan t < 2 (1,06 < 2) terhadap Kepercayaan Pelanggan. Kualitas Pelayanan yang dirasakan dan Citra Bank secara bersama-sama terbukti berpengaruh secara positif dan signifikan terhadap Kepercayaan Pelanggan.
Kata Kunci : Kualitas Pelayanan yang dirasakan, Citra Bank, dan Kepercayaan Pelanggan
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DOI: https://doi.org/10.58217/joce-ip.v11i2.108
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