Pengaruh Kualitas Pelayanan dan Keunggulan Produk Terhadap Loyalitas Nasabah

(Studi Pada BMT Al-Hasan Mitra Ummat Lenek, Lombok Timur, NTB)

Abstract

The purpose of this study was to determine the effect of service quality and product excellence on customer loyalty at BMT Al-Hasan Mitra Ummat Lenek. This study examines these variables which are thought to have an influence on customer loyalty at BMT Al-Hasan Mitra Ummat Lenek. This study uses a type of quantitative research that has two independent variables, namely service quality and product excellence. And customer loyalty as the dependent variable. Data collection techniques were carried out using a questionnaire (questionnaire), observation. And the sample used in this study were 100 respondents with incidental sampling techniques. Then the data analysis technique used in this study is the reliability test, validity test, using the Smart PLS application. From the results of the study, it is concluded that in an individual test (Ttest Test) service quality has a positive and significant effect on customer loyalty, product excellence has a positive and significant effect on customer loyalty.