PENGARUH CUSTOMER SATISFACTION TERHADAP CUSTOMER LOYALTY DAN INTENTION TO SWITCH NASABAH BCA CABANG DARMO DI SURABAYA

  • Lukas Hendy Winata Jurusan Manajemen Pemasaran Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Customer Satisfaction, Customer Loyalty, Intention to Switch

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh Customer Satisfaction terhadap Customer Loyalty dan Intention to Switch pada nasabah BCA cabang Darmo di Surabaya. Responden yang digunakan dalam penelitian ini berjumlah 120 orang responden yang pernah berkunjung dan melakukan transaksi di BCA cabang Darmo Surabaya dalam 2 tahun terakhir, responden dengan pendidikan minimal SMA atau sederajat. Selain itu  bertempat tinggal di Surabaya. Pengolahan data dilakukan dengan menggunakan Structural Equation Modeling (SEM) dengan software LISREL 8.70. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan jenis purposive sampling. Data diperoleh secara langsung dari responden yang memenuhi karakteristik populasi yang ditentukan dengan menyebarkan kuesioner. Jumlah sampel yang digunakan dalam penelitian ini adalah 120 responden. Hasil penelitian ini menunjukkan adanya pengaruh antara Customer Satisfaction terhadap Customer Loyalty. Sedangkan pengaruh Customer Satisfaction terhadap Intention to Switch dinyatakan tidak terdukung.

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Published
2015-09-01
Issue
Vol. 4 No. 2 (2016): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)
Section
Bidang Manajemen (M)

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