Pengaruh Citra Perusahaan, Kualitas Layanan dan Kepuasan Nasabah terhadap Loyalitas Penggunaan BNI Mobile Banking (Studi Kasus BNI Kantor Cabang Harmoni)

Kaledin Siadari, Anas Lutfi
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Abstract

The purpose of this research is to find out the effect of corporate image, service quality, and customer satisfaction on the loyalty of BNI Mobile Banking use. The sampling technique used in this research is nonprobability sampling by accidental sampling using a quantitative approach by distributing questionnaires to 100 respondents. The data analysis method used in this research is multiple regression analysis. For operational variables using the Likert scale method of validity used a computer measuring instrument that is SPSS 26.0. The results showed that all independent variables have a simultaneous effect on the loyalty of BNI Mobile Banking usage positively and also have a positive effect on the loyalty of BNI Mobile Banking usage. Thus, corporate image, service quality, and customer satisfaction have positive affect and significance on the loyalty of BNI Mobile Banking usage, where the corporate image is the most dominant variable with a value of 0.342.

 

Penelitian ini bertujuan untuk mengetahui pengaruh citra perusahaan, kualitas layanan dan kepuasan nasabah terhadap loyalitas penggunaan BNI Mobile Banking. Teknik pengambilan sampel menggunakan nonprobability sampling dengan cara accidental sampling, pendekatan kuantitatif dilakukan dengan cara menyebarkan kuesioner kepada 100 responden. Metode analisis data yang digunakan adalah analisis regeresi linear berganda, dan untuk operasional variabel menggunakan skala Likert dengan bantuan SPSS 26.0. Hasil penelitian menunjukkan bahwa semua variabel independen secara bersama-sama berpengaruh positif dan signifikan terhadap loyalitas penggunaan Mobile Banking dan juga berpengaruh positif dan signifikan secara individual terhadap loyalitas penggunaan Mobile Banking. Citra perusahaan merupakan variabel yang paling dominan dalam penelitian dengan nilai sebesar 0.342.

Keywords

Corporate Image; Service Quality; Customer Satisfaction; Loyalty; Mobile Banking

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