Pengaruh Pengalaman Nasabah Perbankan Terhadap Loyalitas di Kota Batam Melalui Saluran Interaksi Luring Maupun Daring

Selvia, Metha (2020) Pengaruh Pengalaman Nasabah Perbankan Terhadap Loyalitas di Kota Batam Melalui Saluran Interaksi Luring Maupun Daring. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Indonesia sebagai Negara yang memiliki perkembangan pada bidang keuangan atau jasa perbankan menjadikan pertimbangan bagi peneliti untuk melakukan penelitian yang bermaksud meneliti lima dimensi pada pengalaman pelanggan nasabah perbankan terhadap loyalty. Kelima dimensi tersebut mencakup cognitive dimension, affective dimension, sensory dimension, behavior dimension, dan juga social dimension. Pada dimensi affective, peneliti tidak hanya terpaku pada emosi positif namun juga negatif. Penelitian berfokus terhadap dua saluran interaksi yaitu saluran interaksi secara luring dan juga daring. Peneliti melakukan pendistribusian kuesioner menggunakan media berbasis daring yaitu google forms. Kuesioner memiliki 24 pertanyaan dan didistribusikan melalui media sosial, dengan jumlah kuesioner yang kembali sebanyak 309 responden. Penelitian ini terbatas dengan nasabah yang menggunakan atau memiliki rekening perbankan. Data yang berhasil dikumpulkan diuji dengan memanfaatkan aplikasi SPSS untuk menguji data outer loading, kemudian dilanjutkan dengan menggunakan aplikasi SmartPLS untuk menguji hasil hipotesis. Hasil akhir penelitian menunjukkan bahwa emosi negatif lebih mempengaruhi nasabah dibandingkan emosi positif dalam keloyalitasannya terhadap perbankan. Selain itu, ditemukan juga bahwa perbedaan saluran interaksi yang digunakan nasabah mempengaruhI pengalaman nasabah tersebut sehingga hal ini mempengaruhi loyalitas nasabah.--------------------------------Indonesia as a country that has developments in the field of finance or banking services makes a consideration for researchers to carry out research that intends to examine the five dimensions that exist in the experience of banking customers to loyalty. The five dimensions include cognitive dimension, affective dimension, sensory dimension, behavior dimension, and also social dimension. In the affective dimension, researchers are not only focused on positive emotions but also negative emotions. Research focuses on two channels of interaction, that is physical and online interaction channels. Researchers distributed questionnaires using online-based media in form of google forms. The questionnaire has 24 questions and it is distributed through social media, with the number of questionnaires returning as many as 309 respondents. This research is limited with customers who use or have a banking account. The data collected was tested using the SPSS application to test the outer loading data, then continued using the SmartPLS application to test the results of the hypothesis. The final results of the study show that negative emotions affect customers more than positive emotions in its loyalty to banks. In addition, it was also found that the different channels of interaction faced by customers affect the customer's experience so that this affects customer loyalty.

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