DAFTAR ISI ABSTRAK ........................................................................................................... i ABSTRACT ......................................................................................................... ii KATA PENGANTAR ........................................................................................ iii DAFTAR ISI ....................................................................................................... iv DAFTAR GAMBAR .......................................................................................... ix DAFTAR TABEL ................................................................................................ x
BAB I ................................................................................................................... 1 PENDAHULUAN ............................................................................................... 1 1.1
Latar Belakang ..................................................................................... 1
1.2
Identifikasi Masalah ............................................................................. 5
1.3
Maksud dan Tujuan .............................................................................. 6
1.4
Kegunaan Penelitian............................................................................. 6
1.5
Kerangka Pemikiran dan Hipotesis ...................................................... 7
1.6
Hipotesis.............................................................................................. 10
1.7
Lokasi dan Waktu Penelitian ............................................................. 10
BAB II ................................................................................................................. 11 TINJAUAN PUSTAKA ..................................................................................... 11 2.1
Pengertian Pemasaran .......................................................................... 11
2.2
Pengertian Jasa ..................................................................................... 12
2.2.1
Karakteristik Jasa .......................................................................... 13
2.2.2
Klasifikasi Jasa .............................................................................. 15
2.3
Kualitas Pelayanan Jasa ....................................................................... 17
2.3.1
Pengertian Kualitas dan Kualitas Pelayanan Jasa ......................... 20
2.3.2
Prinsip-prinsip Kualitas Pelayanan Jasa ...................................... 21
2.3.3
Mengukur Kualitas Pelayanan Jasa ............................................. 22
2.3.4
Pengukuran Kualitas Jasa ............................................................ 25
2.3.5
Faktor Penyebab Buruknya Kualitas Jasa.................................... 26
2.3.6
Strategi Penyempurnaan Kualitas Jasa ........................................ 27
2.4
Pengertian Loyalitas ............................................................................ 29
2.4.1
Karakteristik Loyalitas ................................................................. 31
2.4.2
Loyalitas dan Siklus Pembelian ................................................... 32
2.4.3
Jenis Loyalitas ............................................................................. 33
2.4.4
Tahap-tahap Loyalitas Konsumen ............................................... 35
2.4.5
Manfaat Loyalitas ........................................................................ 37
2.5
Pengaruh Kualitas Pelayanan Terhadap Loyalitas Konsumen ............ 38
BAB III ............................................................................................................... 40 OBJEK DAN METODE PENELITIAN ............................................................. 40 3.1
Objek Penelitian ................................................................................... 40
3.1.1
Gambaran Umum Perusahaan ....................................................... 40
3.1.2
Sejarah Singkat Bank BJB KC Tamansari Bandung .................... 40
3.1.3
Struktur Organisasi Bank BJB KC Tamansari Bandung .............. 42
3.2
Metode Penelitian.................................................................................. 43
3.3
Operasional Variabel ............................................................................. 45
3.4
Jenis dan Sumber Data .......................................................................... 49
3.5
Populasi dan Sampel ............................................................................. 50
3.5.1
Populasi .......................................................................................... 50
3.5.2
Tekhnik Pengambilan Sampel........................................................ 51
3.6
Metode Analisis .................................................................................... 52
3.6.1
Uji Validitas ................................................................................... 52
3.6.2
Uji Reliabilitas ............................................................................... 53
3.7
Metode Analisis Data ............................................................................ 54
3.7.1
Uji Hipotesis .................................................................................. 57
BAB IV .............................................................................................................. 60 HASIL PENELITIAN DAN PEMBAHASAN .................................................. 60 4.1
Karakteristik Responden Bank BJB KC Tamansari Bandung .............. 60
4.2
Tanggapan Responden Tentang Kualitas Pelayanan Pada PT Bank BJB KC Tamansari Bandung ................................................. 63
4.2.1
Tanggapan Responden Mengenai Bukti Langsung (Tangible) ...... 63
4.2.2
Tanggapan Responden Tentang Loyalitas Nasabah di PT. Bank BJB KC Tamansari Bandung ........................................ 79
4.3
Uji Validitas dan Reliabilitas ................................................................. 85
4.3.1
Uji Validitas .................................................................................... 85
4.3.2
Uji Reliabilitas ................................................................................ 86
4.4
Analisis Koefisien Rank Spearman ........................................................ 87
4.5
Uji Hipotesis .......................................................................................... 88
BAB V................................................................................................................. 91 KESIMPULAN DAN SARAN ........................................................................... 91 5.1
Kesimpulan ............................................................................................ 91
5.2
Saran ....................................................................................................... 92 Daftar Pustaka Lampiran-Lampiran
DAFTAR GAMBAR
Gambar 1.1 Kerangka Teoritis Kualitas Jasa................................................................8 Gambar 1.2 Paradigma Penelitian Kinerja Kualitas Jas Terhadap Loyalitas Nasabah......................................................................................9 Gambar 2.1 Model Kualitas Pelayanan Jasa................................................................19
Gambar 2.2 Siklus Pembelian......................................................................................33 Gambar 2.3 Empat Jenis Loyalitas..............................................................................34 Gambar 3.1 Struktur Organisasi PT. Bank BJB Cabang Tamansari Bandung............43
Gambar 3.2 Kurva Hipotesis Hasil penerimaan dan penolakan Ho (Uji t).................59
Gambar 4.1 Kualitas Pelayanan..................................................................................76 Gambar 4.2 Variabel Kualitas Pelayanan Pada Garis Kontinum................................78 Gambar 4.3 Rekapitulasi Loyalitas Nasabah di PT. Bank BJB Tamansari Bandung....................................................................................................84 Gambar 4.4 Daerah Penerimaan dan Penolakan Ho...................................................90
DAFTAR TABEL
Tabel 1.1 Peringkat 20 Besar Bank di Indonesia Menurut Simpanan Nasabah Dalam Jutaan Rupiah Bandung.................................................3
Tabel 1.2 Jumlah Nasabah Bank BJB KC Tamansari Bandung Menurut Simpanan Nasabah Dalam Jutaan Rupiah Pada Tahun 2009-2012.........................................................................5
Tabel 3.1 Operasionalisasi Variabel.....................................................................45
Tabel 3.2 Koefisien Korelasi...............................................................................56
Tabel 4.1 Karakteristik Responden Berdasarkan Jenis Kelamin...............................60 Tabel 4.2 Karakteristik Responden Berdasarkan Usia.............................................61 Tabel 4.3 Karakteristik Responden Berdasarkan Tingkat Pendidikan.......................61 Tabel 4.4 Karakteristik Responden Berdasarkan Jenis Pekerjaan.............................62
Tabel 4.5 Karakteristik Responden Berdasarkan Tingkat Pendapatannya.................63
Tabel 4.6 Skala Likert .......................................................................................64 Tabel 4.7 Interpretasi Skor.................................................................................65
Tabel 4.8 Tanggapan Responden mengenai Bukti Langsung (Tangible) Pada Kualitas Pelayanan Jasa pada PT. Bank BJB KC Tamansari Bandung.............................................................................65 Tabel 4.9 Tanggapan Responden mengenai Empati (Emphaty) pada Kualitas Pelayanan Jasa pada PT. Bank BJB KC Tamansari Bandung.............................................................................67 Tabel 4.10 Tanggapan Responden mengenai DayaTanggap (Responsiveness) pada Kualitas Pelayanan Jasa pada PT. Bank BJB KC Tamansari Bandung...............................................69 Tabel 4.11Tanggapan Responden mengenai Kehandalan(Reliability) pada Kualitas Pelayanan Jasa pada PT. Bank BJB KC Tamansari Bandung.......................................................................71 Tabel 4.12 Tanggapan Responden mengenai Jaminan (Assurance) pada Kualitas Pelayanan Jasa pada PT. Bank BJB KC Tamansari Bandung....................................................................73 Tabel 4.13 Analisa Rekapitulasi Tanggapan Responden mengenai Kualitas Pelayanan Jasa pada PT. Bank BJB KC Tamansari Bandung....................................................................76 Tabel 4.14 Tanggapan Responden mengenai Loyalitas Nasabah pada PT. Bank BJB KC Tamansari Bandung.......................................79
Tabel 4.15 Uji Validitas Variabel X ( Kualitas Pelayanan) pada PT Bank BJB KC Tamansari Bandung..........................................................................85 Tabel 4.16 Uji Validitas Variabel Y ( Loyalitas Nasabah ) pada PT Bank BJB KC Tamansari Bandung................................................86 Tabel 4.17 Hasil Uji Reliabilitas Kuesioner Penelitian...........................................87 Tabel 4.18 Tabel Koefisien Rank Spearman.........................................................88
DAFTAR GAMBAR
Gambar 1.1 Kerangka Teoritis Kualitas Jasa................................................................8 Gambar 1.2 Paradigma Penelitian Kinerja Kualitas Jas Terhadap Loyalitas Nasabah......................................................................................9 Gambar 2.1 Model Kualitas Pelayanan Jasa................................................................19
Gambar 2.2 Siklus Pembelian......................................................................................33 Gambar 2.3 Empat Jenis Loyalitas..............................................................................34 Gambar 3.1 Struktur Organisasi PT. Bank BJB Cabang Tamansari Bandung............43
Gambar 3.2 Kurva Hipotesis Hasil penerimaan dan penolakan Ho (Uji t).................59
Gambar 4.1 Kualitas Pelayanan..................................................................................76 Gambar 4.2 Variabel Kualitas Pelayanan Pada Garis Kontinum................................78 Gambar 4.3 Rekapitulasi Loyalitas Nasabah di PT. Bank BJB Tamansari Bandung....................................................................................................84 Gambar 4.4 Daerah Penerimaan dan Penolakan Ho...................................................90
DAFTAR TABEL
Tabel 1.1 Peringkat 20 Besar Bank di Indonesia Menurut Simpanan Nasabah Dalam Jutaan Rupiah Bandung.................................................3
Tabel 1.2 Jumlah Nasabah Bank BJB KC Tamansari Bandung Menurut Simpanan Nasabah Dalam Jutaan Rupiah Pada Tahun 2009-2012.........................................................................5
Tabel 3.1 Operasionalisasi Variabel.....................................................................45
Tabel 3.2 Koefisien Korelasi...............................................................................56
Tabel 4.1 Karakteristik Responden Berdasarkan Jenis Kelamin...............................60 Tabel 4.2 Karakteristik Responden Berdasarkan Usia.............................................61 Tabel 4.3 Karakteristik Responden Berdasarkan Tingkat Pendidikan.......................61 Tabel 4.4 Karakteristik Responden Berdasarkan Jenis Pekerjaan.............................62
Tabel 4.5 Karakteristik Responden Berdasarkan Tingkat Pendapatannya.................63
Tabel 4.6 Skala Likert .......................................................................................64 Tabel 4.7 Interpretasi Skor.................................................................................65
Tabel 4.8 Tanggapan Responden mengenai Bukti Langsung (Tangible) Pada Kualitas Pelayanan Jasa pada PT. Bank BJB KC Tamansari Bandung.............................................................................65 Tabel 4.9 Tanggapan Responden mengenai Empati (Emphaty) pada Kualitas Pelayanan Jasa pada PT. Bank BJB KC Tamansari Bandung.............................................................................67 Tabel 4.10 Tanggapan Responden mengenai DayaTanggap (Responsiveness) pada Kualitas Pelayanan Jasa pada PT. Bank BJB KC Tamansari Bandung...............................................69 Tabel 4.11Tanggapan Responden mengenai Kehandalan(Reliability) pada Kualitas Pelayanan Jasa pada PT. Bank BJB KC Tamansari Bandung.......................................................................71 Tabel 4.12 Tanggapan Responden mengenai Jaminan (Assurance) pada Kualitas Pelayanan Jasa pada PT. Bank BJB KC Tamansari Bandung....................................................................73 Tabel 4.13 Analisa Rekapitulasi Tanggapan Responden mengenai Kualitas Pelayanan Jasa pada PT. Bank BJB KC Tamansari Bandung....................................................................76
Tabel 4.14 Tanggapan Responden mengenai Loyalitas Nasabah
pada PT. Bank BJB KC Tamansari Bandung.......................................79 Tabel 4.15 Uji Validitas Variabel X ( Kualitas Pelayanan) pada PT Bank BJB KC Tamansari Bandung..........................................................................85 Tabel 4.16 Uji Validitas Variabel Y ( Loyalitas Nasabah ) pada PT Bank BJB KC Tamansari Bandung................................................86 Tabel 4.17 Hasil Uji Reliabilitas Kuesioner Penelitian...........................................87 Tabel 4.18 Tabel Koefisien Rank Spearman.........................................................88
