ANALISIS KUALITAS JASA TERHADAP KEPUASAN DAN PENGARUHNYA TERHADAP LOYALITAS NASABAH DEBITUR KUPEDES PADA BANK BRI UNIT BANJAR SELATAN CABANG BANJARMASIN

Abstract

The purpose of this research is (1) to find out and analyse the influence of service quality by observing reliability, responsiveness, assurance, emphaty and tangibles variables to the satisfaction of Kupedes debtor of BRI Bank unit of Banjar Selatan Branch Ban-jarmasin; and, (2) to know and analyse the influence of debitors satisfaction to the loyalty of Kupedes of BRI Bank unit of Banjar Selatan Branch Banjarmasin. The population in the research is an individual or customer who borrows from Kupedes of BRI Bank unit of Banjar Selatan Branch Banjarmasin as many as 2096 people.  95 people are taken as samples by using purposive sampling. The validity test for qustionnaires is conducted by Pearson Product Moment and realibility test using Cronbach Alpha. The data is Analysed by using multivariate linear regression. Based on multivariate linear regression shows positive and significant from service quality variables such as reliability, responsiveness, assurance, empathy, tangibles to the satisfaction of Kupedes debitor of BRI Bank unit of Banjar Selatan Branch Banjarmasin and the amount of influence is 72,3 percent. Partially among the five variables all of them influence the debitors of BRI Bank unit of Banjar Selatan Branch Banjarmasin. Other analysis shows that debitors satisfaction influence significantly and positively to the loyalty of customer to the Bank as many as 56,7 percent. The positive influence means that if the debitors satisfaction arises, the loyalty will increase too.