The influence of service quality towards customer loyalty at PT Bank Mestika Dharma, Tbk. Capem Gatot Subroto, Medan

Kelvin, Kelvin (2022) The influence of service quality towards customer loyalty at PT Bank Mestika Dharma, Tbk. Capem Gatot Subroto, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research is aimed to Investigate the condition of service quality at PT Bank Mestika Dharma, TBK. Capem Gatot Subroto, Medan, Investigate the condition of customer loyalty at PT Bank Mestika Dharma, TBK. Capem Gatot Subroto, Medan and Investigate how service quality influences customer loyalty at PT BankMestika Dharma, TBK. Capem Gatot Subroto, Medan. The research is done within 4 months of period starting from December 2020 until March 2021. This research uses descriptive study to analyze a sample of 96 respondents who arethe customers of PT Bank Mestika Dharma, TBK. Capem Gatot Subroto, Medan. Sampling method is done by using convenience sampling method. The distribution of the questionnaires has passed validity and reliability test. Test of determination has shown that independent variable (service quality) has 79.8% influence on the dependent variable (customer loyalty) at PT Bank Mestika Dharma, TBK. Capem Gatot Subroto, Medan. Based on the hypothesis test, the conclusion mentioned that service quality has influence towards customer loyalty. The company is suggested to back its supporting equipment with the materials or machine needed in operating its business, company provide the employees with enough information and training to increase their skills about its working procedure, company always give briefing to the employees about making customers feel comfortable and company needs to be aggressive in introducing other product line of the company./ Penelitian ini bertujuan untuk menginvestigasi kondisi kualitas pelayanan pada PT Bank Mestika Dharma, TBK. Capem Gatot Subroto, Medan, menginvestigasi loyalitas pelanggan PT Bank Mestika Dharma, TBK. CapemGatot Subroto, Medan dan menginvestigasi bagaimana kualitas pelayanan mempengaruhi loyalitas pelanggan pada PT Bank Mestika Dharma, TBK. Capem Gatot Subroto, Medan. Penelitian ini dilakukan dalam waktu empat bulan yaitu mulai dari bulan Desember2020 sampai bulan Maret 2021. Penelitian ini menggunakan analisis deskriptif yang ditujukan ke sampel sebanyak 96 responden yang merupakan pelanggan dari PT Bank Mestika Dharma, TBK. Capem Gatot Subroto, Medan. Metode sampling yang digunakan adalah pengambilan sampel secara kebetulan. Penyebaran dari kuesioner telah melewati uji validitas dan reliabilitas. Uji determinasi menunjukkan bahwa variable bebas (kualitas pelayanan) memberi pengaruh sebesar 79.8% terhadap variable terikat (loyalitas pelanggan) pada PT Bank Mestika Dharma, TBK. Capem Gatot Subroto, Medan Berdasarkan hasil uji hipotesis, dapat disimpulkan bahwa kualitas pelyanan mempunyai pengaruh terhadap loyalitas pelanggan. Perusahaandisarankan untuk memberikan peralatan yang mampu digunakan untuk mendukung kerja perusahaan, memberikan karyawan informasi yang cukup untuk meningkatkan kemampuan kerja dan memahami prosedur kerja, memberikan penjelasan terhadap karyawan bagaimana membuat pelanggan nyaman dan juga lebih agresif dalam memperkenalkan produk perusahaan secara keseluruhan.

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