Analisis Faktor-Faktor yang Mempengaruhi Loyalitas Nasabah PT. Bank Sumut Cabang Medan Iskandar Muda

Abstract

This study analyzes the factors that affect customer's loyalty. The object of this study is the customers of PT.Bank Sumut Medan Jskandar Muda Branch. The problems of this study refers to the business phenomenon of PT.Bank Sumut Medan Iskandar Muda Branch considering that the number of existing customers are available because of the government regulations that require the Civil Service to open an account as a means of payment of salaries. Therefore the problems of this study are as follows: how to influence service quality, brand reputation and customer satisfaction to customer loyalty. The research objective was to analyze the influence of service quality, brand reputation and customer satisfaction to customer loyalty. In developing this research, supporting theories about the quality of service, brand reputation, customer's satisfaction and customer's loyalty were used In addition, theories related to customer's loyalty needed to be more developed to find out to what extent service quality, brand reputation, customer satisfaction influenced customer's loyalty. This is an explanatory study. The data for this study were obtained through purposive method The 96 respondents for this study were selected through proportional random sampling technique using Slovin formula and all of the rerspondents were the customers of PT. Bank Sumut Medan Iskandar Muda Branch. The data obtained were analyzed through multiple linear regression analysis with SPSS program with R square of0.847 and to test the hypothesis F-test and t-test were used at level of confidence of9.5% or a.= fl.fl'i. This result showed that independent variables (service quality, brand reputation and customer's satisfaction) had influence on dependent variables (customer's loyalty) was 84. ?Ji. In other words, 84. 7% cf thpr:-rkrti ·vafrthJC1:~cm1Vt explained by independent variables while the other I 5.3% are explained by the other variables which are not included in this study. The results of this study indicate that the quatz'ty of service, brand reputatzon and customer satisfaction have a positive impact on customer satisfaction. The conclusion is that customer loyalty can be recommended as an input for the management PT.Bank Medan Iskandar Muda Branch.