Pengaruh Citra Perusahaan Dan Pelayanan Prima Di Bank Syariah Al Hijrah Thayyibah Terhadap Loyalitas Nasabah
DOI:
https://doi.org/10.51339/nisbah.v7i1.4623Keywords:
Citra perusahaan, Pelayanan Prima, Loyalitas nasabahAbstract
Loyalitas nasabah menjadi target utama didalam setiap bank syariah khususnya di bank syariah al hijrah, loyalitas ini berkaitan dengan citra perusahaan dan pelayanan prima. Tujuan penelitian ini adalah untuk mengetahui pengaruh citra perusahaan dan pelayanan prima terhadap loyalitas nasabah. Penelitian ini menggunakan metode kuantitatif. Populasi dalam penelitian sebanyak 3516 nasabah, untuk penghitungan sampel menggunakan teknik randon sampling rumus slovin dengan hasil jumlah responden sebanyak 97 nasabah. Teknik analisis data dalam penelitian ini dengan menggunakan regresi linier berganda pada aplikasi spss 17 for windows. Hasil uji menunjukkan bahwa variable citra perusahaan memiliki t hitung sebesar 305 lebih kecil dari t tabel yaitu 1. 661 (305<1.661) dengan signifikansi 0,761 artinya variable citra perusahaan tidak berpengaruh terhadap loyalitas nasabah bank syariah al-hijrah kemantren. Untuk hasil t pada variabel pelayanan prima terhadap loyalitas nasabah 4.974 lebih besar dari t tabel yaitu 1.661(4.974>1.661) dengan signifikansi 0,000. Artinya H0 ditolak dan H1 diterima. Dengan demikian dapat disimpulkan bahwa variabel pelayanan prima berpengaruh positif signifikan terhadap loyalitas nasabah bank syariah al-hijrah kemantren. Untuk hasil uji f menunjukkan hasil uji f diatas menunjukkan bahwa hasil f hitung pengaruh citra perusahaan, pelayanan prima terhadap loyalitas nasabah sebesar 18.986 lebih besar dari ftabel yaitu 3.09 (18.986>3.09) dengan signifikansi 0.000. artinya H0 ditolak dan H3 diterima. Dengan demikian dappat diambil kesimpulan bahwa variable citra perusahaan dan pelayanan prima secara bersama-sama berpengaruh terhadap loyalitas nasabah Bank Syariah Al-Hijrah kemantren. Dari hasil prosentase determinasi (R2) diketahui bahwa R Square atau koefisien determinasi sebesar 0.288 atau 28,8%. Artinya terdapat pengaruh simultan antara citra perusahaan (X1), pelayanan prima (X2), loyalitas nasabah (Y) sebesar 28,8%. dan sisanya dipengaruhi oleh variable lain. Hasil penelitian ini bermanfaat untuk meningkatkan loyalitas nasabah dari citra perusahaan dan pelayanan prima di dalam BPRS Al hijrah.
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