PENGARUH EKUITAS MEREK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS ANGGOTA DI KJKS BMT BINA IHSANUL FIKRI NITIKAN

NIA FITRIANA 12390073, NIM. 12390073 (2020) PENGARUH EKUITAS MEREK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS ANGGOTA DI KJKS BMT BINA IHSANUL FIKRI NITIKAN. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

Preview	Text (PENGARUH EKUITAS MEREK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS ANGGOTA DI KJKS BMT BINA IHSANUL FIKRI NITIKAN) 12390073_BAB-I-BAB-V_DAFTAR-PUSTAKA.pdf - Published Version Download (7MB) | Preview
	Text (PENGARUH EKUITAS MEREK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS ANGGOTA DI KJKS BMT BINA IHSANUL FIKRI NITIKAN) 12390073_BAB-II_SAMPAI_BAB-IV.pdf - Published Version Restricted to Registered users only Download (6MB)

Abstract

BMT growth since the early 2000s until now continues to increase.According to Ventura BMT Capital (PBMT) data as a BMT association inIndonesia, there were around 4,500 BMTs in 2015 serving approximately 3.7million people with assets of around Rp 16 trillion managed by around 20thousand people. This growth triggered competition among BMTs to gain themaximum market share. Brand equity and service quality are the company'scompetitiveness in gaining market share. This study aims to examine: (1) theeffect of brand equity on member loyalty in the BMT Bina Ihsanul Fikri Nitikan;(2) the effect of service quality on member loyalty in the BMT Bina Ihsanul FikriNitikan.The object of this research is KJKS BMT Bina Ihsanul Fikri Nitikan Branch.The samples in this study were 85 members of the BMT Bina Ihsanul Fikri Nitikanobtained by the purposive sampling method with the criterias of being a memberfor at least 1 year and having conducted a minimum transaction of 10 times. Thedata in this study were obtained by using a questionnaire instrument. Datacollected will be analyzed using multiple linear regression analysis methods,which have previously passed the validity and reliability tests, as well as classicassumption tests including tests of normality, heteroscedasticity andmulticollinearity.The results of this study indicate that, partially, brand equity variables havea positive and significant effect on the loyalty of BMT Bina Ihsanul Fikri Nitikanmembers, the effect is 0.270. The service quality variable also has a positive andsignificant influence on the loyalty of BMT Bina Ihsanul Fikri Nitikan members,the effect of 0.352. The F test results also indicate that the brand equity andservice quality variables simultaneously affect the loyalty of BMT Bina IhsanulFikri Nitikan members. The coefficient of determination test results (R2) showsthat the brand equity and service quality variables have an influence on theloyalty of BMF Bina Ihsanul Fikri Nitikan members by 48.8%.

Share this knowledge with your friends :

Actions (login required)

View Item