Detail Cantuman

Program pemasaran bisnis keuangan akan banyak terbantu manakala terdapat banyak nasabah yang puas dan loyal. PT. Adira Finance Cabang Simpang Empat sangat menyadari hal ini sehingga berbagai upaya dilakukan untuk membangun kepuasan dan loyalitas nasabahnya diantaranya melalui peningkatan kualitas pelayanan dan harga yang bersaing. Penelitian ini dilakukan untuk melihat pengaruh kualitas pelayanan dan harga terhadap kepuasan dan loyalitas nasabah. Saat penelitian ini dilakukan terdapat 6.207 orang existing customer dan 98 orang diantaranya dijadikan sampel melalui perhitungan dengan rumus Slovin. Hasil penelitian menunjukkan bahwa kualitas pelayanan dan harga baik secara parsial maupun simultan berpengaruh signifikan terhadap kepuasan dan juga terhadap loyalitas nasabah. Sementara itu variabel kepuasan juga memediasi pengaruh kualitas pelayana dan harga terhadap loyalitas. Implikasi dari hasil penelitian ini adalah bahwa untuk menjaga dan meningkatkan lagi kepuasan dan loyalitas nasabahnya, PT. Adira Finance Simpang Empat dapat melanjutkan dan meningkatkan lagi kualitas pelayanan dan strategi harga yang bersaing.
Kata kunci : Kualitas Pelayanan, Harga, Loyalitas nasabah dan Kepuasan nasabah.


The financial company's marketing program is aimed at maximizing customer satisfaction and loyalty. PT. Adira Finance Simpang Empat Branch is very aware of this, so various efforts have been made to build customer satisfaction and loyalty, including through improving service quality and competitive prices. This research was conducted to see the effect of service quality and price on customer satisfaction and loyalty. When this research was done, there were 6,207 existing customers and 98 of them were sampled through calculations using the Slovin formula. The results showed that service quality and price both partially and simultaneously had a significant effect on customer satisfaction and loyalty. Meanwhile the satisfaction variable also mediates the effect of service quality and price on loyalty. The implication of the results of this study is that in order to maintain and increase customer satisfaction and loyalty, PT. Adira Finance Simpang Empat can continue and improve its service quality and competitive pricing strategy.
Keywords: Service Quality, Price, Customer Loyalty and Customer Satisfaction