PRESENTASI DIRI CUSTOMER SERVICE TERHADAP LOYALITAS NASABAH
DOI:
https://doi.org/10.22219/cognicia.v2i2.2085Abstract
Salah satu faktor maraknya kasus perpindahan nasabah (customer switching) dari satu bank ke bank yang lain dikarenakan adanya pelayanan yang buruk (poor service) dari pihak bank khususnya pada customer service sehingga menyebabkan rendahnya loyalitas nasabah terhadap suatu bank. Tujuan dari penelitian ini adalah untuk mengetahui presentasi diri customer service dengan loyalitas nasabah. Pengambilan data dengan menggunakan dua macam skala yaitu; presentasi diri customer service dan loyalitas nasabah. Penelitian ini melibatkan 100 responden, yang diambil dengan menggunakan teknik kuota sampling dan teknik analisis datanya menggunakan product moment correlation. Hasil penelitian didapatkan skor koefisien korelasi antara presentasi diri customer service dengan loyalitas nasabah r = 0,154dan p = 0,127 menunjukkan hubungan antara dua variabel tersebut tidak signifikan hal ini diketahui dari nilai p = 0,127 >0,05. Hasil penelitian tersebut tidak sejalan dengan hipotesis peneliti, oleh karena itu H0 penelitian ini ditolak yang artinya tidak ada hubungan antara presentasi diri customer service dengan loyalitas nasabah. Selain itu hasil penelitian juga menunjukkan bahwa kontribusi variabel presentasi diri customer service sebesar 2,4% terhadap terjadinya perubahan skor pada loyalitas nasabah. Sedangkan 97,6% loyalitas nasabah dipengaruhi oleh faktor-faktor lainnya.
Kata kunci: Presentasi diri, loyalitas, nasabah bank.
One of factor customer switching from one bank to another is cause a poor service from the bank especially customer service in effect causing the loyalty of customer in low level. The goal from this research is to understand the customer service self presentation to customer loyalty. This research using two scale, there are customer service self presentation and customer loyalty. This research involved 100 respondence, which using quota sampling techniques. And the data technical analysis using product moment correlation. The final research get correlation coeficient score between customer service self presentation and customer loyalty r = 0,154 and p = 0,127 which shows the relationship between the two variables was not significant, it is known from the values p = 0,127 > 0,05. This research is different with my hypotesa, so this H0 research is refuse that means there is no relation between customer service self presentation and customer loyalty. Otherwise this research shows that customer service self presentation contribution variables about 2,4% that causing score changing to customer loyalty, otherwise 97,6% customer loyalty is influence by other factors.
Keywords: Self presentation, loyalty, bank customer.
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