Analisa Pengaruh Service Quality dan Corporate Social Responsibility Terhadap Customer Loyaly Dengan Variabel Intervening Customer-Company Identification Pada Bank Konvensional Batam

Alvina, Emily (2019) Analisa Pengaruh Service Quality dan Corporate Social Responsibility Terhadap Customer Loyaly Dengan Variabel Intervening Customer-Company Identification Pada Bank Konvensional Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui hal-hal yang dapat mempengaruhi tingkat kesetiaan nasabah bank konvensional yang ada di kota Batam. Corporate social responsibility dan service quality sebagai variable bebas, customer-company identification sebagai variable intervening dan customer loyalty sebagai variable dependen. Sampel yang digunakan dalam penelitian ini adalah nasabah bank BNI, BRI dan BCA yang berada di kota Batam beserta mengetahui pengetahuan mengenai program CSR yang telah dilaksanakan oleh bank tersebut. Dalam penelitian ini, penulis menyebarkan 300 kuesioner dan hanya 262 kuesioner yang dinyatakan valid dan akan digunakan untuk penelitian selanjutnya dengan menggunakan program Smart PLS 3. Hasil pengujian menunjukkan bahwa, service quality dan corporate social responsibility memiliki pengaruh positif terhadap customer company identication, customer-company identification memiliki pengaruh positif terhadap customer loyalty, service quality dan corporate social responsibility memiliki pengaruh positif terhadap customer loyalty dengan variable intervening customer company identification. ********************************************************************** The purporse of this research is to find out the things that can effect customer loyalty in Batam conventional Bank. The variable use is this research are, corporate social responsibility and service quality as independent, customer loyalty as dependent and customer-company identification as intervening. The sample used in this study is the client of BNI, BRI and BCA in Batam and aware of the CSR program that has been implemented in the bank. In this research, 300 questionnaires were being distributed and only 262 questionnaires were valid for further research using SMART PLS 3 program. The result of the research find out that both service quality and corporate social responsibility have positive effect on customer-company identification, customer company identification have positive effect on customer loyalty and both service quality and corporate social responsibility have positive effect on customer loyalty with the intervening of customer-company identification.

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