Hubungan Antara Tanggung Jawab Sosial, Kualitas Pelayanan, dan Citra Perusahaan Terhadap Loyalitas Nasabah BSI Surabaya

Fauzie Senoaji

Sari

This study aims to analyze the effect of corporate social responsibility, service quality, and corporate image on customer loyalty. The source of this research data is primary data from the sample, namely the customers of Bank Syariah Indonesia (BSI) Surabaya Branch. This research is a quantitative research with causality research technique. The independent variables of this research are corporate social responsibility (X1), service quality (X2), corporate image (X3) with the dependent variable is customer loyalty (Y). The population of this research is all consumers who transact at BSI. The sample used in this study was 50 respondents. The sampling technique used is non-probability sampling with ancillary sampling. The data collection tool used is a questionnaire. The analytical technique used is multiple linear regression analysis and hypothesis testing using SPSS for Windows software. The main results of this study are (1) corporate social responsibility has a positive and significant effect on customer loyalty, (2) service quality has a positive and significant effect on customer loyalty, has a significant effect on customer loyalty, (3) corporate image has a negative and negligible influence on customer loyalty. customer loyalty, (4) corporate social responsibility, service quality and corporate image together (at the same time) have a significant effect on customer loyalty.

Penelitian ini bertujuan untuk menganalisis pengaruh tanggung jawab sosial perusahaan, kualitas layanan dan citra perusahaan terhadap loyalitas pelanggan. Sumber data penelitian ini adalah data primer dari sampel yaitu nasabah Bank Syariah Indonesia (BSI) Cabang Surabaya. Penelitian ini merupakan penelitian kuantitatif dengan teknik penelitian kausalitas. Variabel bebas penelitian ini adalah tanggung jawab sosial perusahaan (X1), kualitas pelayanan (X2), citra perusahaan (X3) dengan variabel terikat loyalitas pelanggan (Y). Populasi penelitian ini adalah seluruh konsumen yang bertransaksi di BSI. Sampel yang digunakan dalam penelitian ini adalah 50 responden. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan ancillary sampling. Alat pengumpulan data yang digunakan adalah kuesioner. Teknik analisis yang digunakan adalah analisis regresi linier berganda dan pengujian hipotesis menggunakan software SPSS for Windows. Hasil utama penelitian ini adalah (1) corporate social responsibility berpengaruh positif dan signifikan terhadap loyalitas pelanggan, (2) kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, berpengaruh signifikan terhadap loyalitas pelanggan, (3) citra perusahaan memiliki pengaruh negatif dan dapat diabaikan terhadap loyalitas pelanggan, (4) Tanggung jawab sosial perusahaan, kualitas layanan dan citra perusahaan secara bersama-sama (sekaligus) berpengaruh signifikan terhadap loyalitas pelanggan.

Corporate social responsibility, Quality Service, Corporate Image, Customer loyalty.

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Referensi

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DOI: http://dx.doi.org/10.30651/imp.v1i2.11255

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