Pengaruh Kualitas Pelayanan dan Kedekatan Emosional Terhadap Loyalitas Nasabah
DOI:
https://doi.org/10.33603/jibm.v2i1.770Keywords:
Service quality, emotional relationship, customer loyalityAbstract
Abstract. The purpose of this research is to analyze the influence of service quality and emotional closeness to customer loyalty of Bank of UMKM East Java Branch of Ngawi. The research method used in this research is quantitative research method. Population in this research is a customer of Bank of UMKM East Java Branch of Ngawi, with total sample counted 100 people. The sampling technique used is purposive sampling. Data collection techniques used were questionnaires using Likert instrument measurement scale. Data analysis technique used is multiple regression analysis. The results of this study indicate that the quality of service and emotional closeness have a positive and significant impact on customer loyalty either partially or simultaneously
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Keywords. Service quality; emotional relationship; customer loyality
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Abstrak. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh kualitas pelayanan dan kedekatan emosional terhadap loyalitas nasabah Bank UMKM Jawa Timur Cabang Ngawi. Metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian kuantitatif. Populasi dalam penelitian ini adalah nasabah Bank UMKM Jawa Timur Cabang Ngawi, dengan jumlah sampel sebanyak 100 orang. Teknik sampling yang digunakan adalah sampling purposive. Teknik pengumpulan data yang digunakan adalah kuesioner dengan menggunakan skala pengukuran instrumen likert. Teknik analisis data yang digunakan adalah analisis regresi ganda. Hasil dari penelitian ini menunjukkan bahwa kualitas pelayanan dan kedekatan emosional berpengaruh positif dan signifikan terhadap loyalitas nasabah baik secara parsial maupun simultan.
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Katakunci. Kualitas pelayanan; kedekatan emosional; loyalitas nasabahReferences
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