ABSTRAK

Bank merupakan perusahaan yang sangat penting bagi masyarakat khususnya

memberikan kemudahan dalam proses penyimpanan, transaksi, pengiriman, dan
penerimaan mata uang baik dari dalam dan luar negeri. Hal yang paling diperhatikan
di dalam industri perbankan di jaman globalisasi ini adalah kualitas layanan. Kualitas
layanan merupakan faktor yang sangat penting bagi keberhasilan suatu organisasi
perbankan untuk dapat bersaing dan bertahan hidup di dalam persaingan yang sangat
sengit ini. Sebuah bank dapat dikatakan berbeda dari pesaingnya apabila dapat
memberikan pelayanan yang berkualitas bagi nasabahnya.
Penelitian ini bertujuan untuk mengetahui dan menganalisis peranan kualitas
layanan dalam meningkatkan loyalitas pelanggan dengan kepuasan nasabah sebagai
variabel mediasi pada Bank OCBC NISP Bandung. Jenis penelitian yang dilakukan
adalah jenis penelitian kuantitatif causal explanatory. Sampel dalam penelitian ini
diambil dengan menyebarkan kuesioner dengan menggunakan metode nonprobability sampling, yaitu metode purposive sampling. Analisis kuantitatif
dilakukan dengan metode regresi path analysis.
Hasil penelitian menunjukan bahwa kualitas layanan Bank OCBC NISP
memiliki pengaruh signifikan terhadap kepuasan nasabah dan loyalitas pelanggan,
tetapi kepuasan nasabah Bank OCBC NISP tidak berpengaruh signifikan terhadap
loyalitas pelanggan.Dari hasil persamaan regresi berganda, sederhana dan path
analysis yang diperoleh, maka didapat hasil terdapat pengaruh langsung kualitas
layanan terhadap kepuasan nasabah dan loyalitas pelanggan, tetapi tidak terdapat
pengaruh antara kepuasan nasabah dengan loyalitas pelanggan. Jadi sebaiknya sangat
disarankan untuk meningkatkan kualitas layanan kepada nasabah secara lebih lanjut
agar kepuasan nasabah dan loyalitas pelanggan dapat terbentuk dengan baik di dalam
diri nasabah.

Kata kunci: kualitas layanan, kepuasan nasabah, loyalitas pelanggan, perbankan

Universitas Kristen Maranatha

ABSTRACT

Bankis a company thatis veryimportant for peoplein particularprovide

facilities inthe storage process, transaction, shipping, and receivingcurrencyfrom
both home andabroad.The mostattentionin thebankingindustryin theeraof
globalizationitis the quality ofservice. Quality of serviceis avery important factorfor
the successof abankingorganizationto competeandsurvive inthiscompetition is
veryfierce. A bankcan besaid to be differentfromcompetitorsif they canprovidea
quality servicefor its customers.
This study aims to identify and analyze the role of quality of service in
improving customer loyalty with customer satisfaction as a mediating variable in
Bank OCBC NISP Bandung. Type of research is the type of quantitative research causal explanatory. The sample was taken by distributing questionnaires using nonprobability sampling method, the method of purposive sampling. Quantitative
analysis performed by the method of regression path analysis.
The results showed that the quality of service of Bank OCBC NISP has a
significant influence on customer satisfaction and customer loyalty, but customer
satisfaction Bank OCBC NISP no significant effect on customer loyalty. From the
results of multiple regression equation, simple and path analysis were obtained, the
results are obtained directly influence the quality of service to customer satisfaction
and customer loyalty, but there is no effect between customer satisfaction to
customer loyalty. So it should be highly recommended to improve the quality of
service to customers in order to further customer satisfaction and customer loyalty
can be formed both within clients.

Keywords: quality of service, customersatisfaction, customer loyalty, banking

Universitas Kristen Maranatha

DAFTAR ISI
Halaman
HALAMAN JUDUL................................................................................................ i
HALAMAN PENGESAHAN................................................................................... ii
SURAT PERNYATAAN KEASLIAN SKRIPSI.......................................................iii
SURAT PERNYATAAN PENELITIAN TIDAK MENGGUNAKAN
PERUSAHAAN..........................................................................................................iv
PERNYATAAN PUBLIKASI LAPORANPENELITIAN........................................v
KATA PENGANTAR...............................................................................................vi
ABSTRAK.........................................................................................................ix
ABSTRACT.............................................................................................................x
DAFTAR ISI...........................................................................................................xi
DAFTAR GAMBAR............................................................................................... xiv
DAFTAR TABEL................................................................................................... xv
DAFTAR LAMPIRAN...........................................................................................xvii

BAB I PENDAHULUAN.......................................................................................... 1
1.1

Latar Belakang Masalah................... 1

1.2

Rumusan Masalah.....................................................................................5

1.3

Tujuan Penelitian......................................................................................6

1.4

Tujuan Replikasi Penelitian.......................................................................7

1.5

Manfaat Penelitian.....................................................................................7

1.6

Batasan Penelitian.....................................................................................8

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BAB II TINJAUAN PUSTAKA, RERANGKA PEMIKIRAN DAN

HIPOTESIS............................................................................................................... 10
2.1

Tinjauan Pustaka....................................................................................10
2.1.1 Loyalitas Pelanggan.......................................................................10
2.1.1.1 Karakteristik loyalitas Pelanggan.......................................14
2.1.2 Kualitas Layanan............................................................................19
2.1.3 Kepuasan Pelanggan.......................................................................25

2.2

Rerangka Pemikiran dan Hipotesis..........................................................31

A. Rerangka Pemikiran............................................................................31

2.3

2.2.1

Pengaruh Kualitas Layanan terhadap Kepuasan Nasabag......32

2.2.2

Pengaruh Kepuasan Nasabah terhadap Loyalitas Pelangg.....33

2.2.3

Pengaruh Kualitas Layanan terhadap Loyalitas Pelangga......34

Penelitian Terdahulu.................................................................................35
B. Hipotesis............................................................................................39

2.4

Model Penelitian......................................................................................40

BAB III METODE PENELITIAN.............................................................................41

3.1

Desain Penelitian.....................................................................................41

3.2

Populasi dan Sampel................................................................................42

3.2.1 Populasi.........................................................................................42
3.2.2 Sampel..........................................................................................42

3.3

Teknik Pengambilan Sampel...................................................................42

3.4

Teknik Pengumpulan Data.......................................................................43

3.5

Definisi Operational Variabel dan Skala Pengukuran.............................45

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3.6

Uji Asumsi Klasik...............................48

3.6.1 Uji Normalitas................................................................................48
3.6.2 Uji Multikolonieritas......................................................................48
3.6.3 Uji Heterokedastisitas....................................................................49
3.6.4 Uji Outliers....................................................................................49

3.7

Uji Instrument Penelitian.........................................................................49

3.7.1 Uji Validitas....................................................................................49
3.7.2 Uji Reliabilitas................................................................................50

3.8

Teknik Pengujian Hipotesis Penelitian....................................................50

BAB IV HASIL PENELITIAN DAN PEMBAHASAN............................................52

4.1

Karakteristik Responden..........................................................................52

4.2

Hasil Kuisioner Penelitian.......................................................................55

4.3

Hasil Pengujian Hipotesis........................................................................71

BAB V KESIMPULAN DAN SARAN.....................................................................86

5.1

Kesimpulan.....................................................................................86

5.2

Keterbatasan....................................................................................87

5.3

Saran...............................................................................................87
5.3.1

Saran Bagi Bank OCBC NISP............................................88

5.3.2

Saran Bagi Peneliti Yang Akan Datang..............................88

DAFTAR PUSTAKA.................................................................................................89
LAMPIRAN
CURRICULUM VITAE

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DAFTAR GAMBAR

Halaman
Gambar 1

Empat Jenis Loyalitas....................................................................16

Gambar 2

Konsep Kepuasan Pelanggan.........................................................27

Gambar 3

Model Penelitian............................................................................40

Gambar 4

Model Interpretasi..........................................................................84

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DAFTAR TABEL
Halaman
Tabel 2.1

Hasil Penelitian Terdahulu................................................36

Tabel 3.1

Definisi Operational dan Pengukuran Variabel.................45

Tabel 4.1

Jenis Kelamin....................................................................52

Tabel 4.2

Usia....................................................................................52

Tabel 4.3

Pekerjaan............................................................................53

Tabel 4.4

Pendapatan.........................................................................54

Tabel 4.5

Lama Menjadi Nasabah.....................................................54

Tabel 4.6

Tangible 1..........................................................................55

Tabel 4.7

Tangible 2..........................................................................56

Tabel 4.8

Tangible 3..........................................................................56

Tabel 4.9

Tangible 4..........................................................................57

Tabel 4.10

Tangible 5..........................................................................57

Tabel 4.11

Reliability 1.......................................................................58

Tabel 4.12

Reliability 2.......................................................................59

Tabel 4.13

Reliability 3.......................................................................59

Tabel 4.14

Reliability 4.......................................................................60

Tabel 4.15

Reliability 5.......................................................................61

Tabel 4.16

Responsiveness 1..............................................................61

Tabel 4.17

Responsiveness 2..............................................................62

Tabel 4.18

Responsiveness 3..............................................................63

Tabel 4.19

Assurance 1.......................................................................63

Tabel 4.20

Assurance 2.......................................................................64

xv

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Tabel 4.21

Assurance 3.......................................................................65

Tabel 4.22

Empathy 1.........................................................................65

Tabel 4.23

Empathy 2.........................................................................66

Tabel 4.24

Empathy 3.........................................................................67

Tabel 4.25

Satisfaction 1....................................................................67

Tabel 4.26

Satisfaction 2....................................................................68

Tabel 4.27

Satisfaction 3....................................................................68

Tabel 4.28

Loyalty 1..........................................................................69

Tabel 4.29

Loyalty 2..........................................................................70

Tabel 4.30

Loyalty 3..........................................................................70

Tabel 4.31

Uji Validitas Awal...........................................................71

Tabel 4.32

Uji Validitas Akhir..........................................................72

Tabel 4.33

Uji Reliabilitas (Tangible)...............................................74

Tabel 4.34

Uji Reliabilitas (Reliability)............................................75

Tabel 4.35

Uji Reliabilitas (Responsiveness)....................................75

Tabel 4.36

Uji Reliabilitas (Assurance).............................................76

Tabel 4.37

Uji Reliabilitas (Empathy)...............................................77

Tabel 4.38

Uji Reliabilitas (Satisfaction)...........................................78

Tabel 4.39

Uji Reliabilitas (Loyalty).................................................78

Tabel 4.40

Uji Normalitas..................................................................79

Tabel 4.41

Uji Multikolinieritas.........................................................80

Tabel 4.42

Uji Heteroskedastisitas.....................................................81

Tabel 4.43

Analisis Regresi Berganda...............................................81

Tabel 4.44

Analisis Regresi Sederhana..............................................82

xvi

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DAFTAR LAMPIRAN

Lampiran I

Kuisioner Penelitian

Lampiran II

Hasil Kuisioner Penelitian

Lampiran III Hasil Uji Validitas & Reliabilitas

Lampiran IV Asumsi Klasik
Lampiran V

Hasil Pengujian Hipotesis Penelitian

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