PENGARUH KINERJA KEUANGAN DAN KUALITAS LAYANAN TERHADAP WILLINGNESS TO BUY: STUDI PADA BANK BPD DIY
REVULANINGDYAH, DWIA DANTI (Adv.: Ertambang Nahartyo, M.Sc., Ph.D., CMA), Ertambang Nahartyo, M.Sc., Ph.D., CMA
Penelitian ini bertujuan untuk menganalisis pengaruh kinerja keuangan bank dan kualitas layanan bank terhadap willingness to buy nasabah. Faktor-faktor yang diteliti dalam penelitian ini antara lain adalah kinerja keuangan yang menggunakan reputasi bank sebagai variabel pengganti, kualitas layanan, kepuasan nasabah, switching cost, loyalitas nasabah dan willingness to buy. Penelitian dilakukan untuk meyakinkan bahwa menjalin hubungan baik dengan nasabah melalui pelayanan dan kinerja keuangan yang baik akan berpengaruh terhadap kemauan nasabah untuk membeli produk bank.
Data penelitian dikumpulkan dengan menyebarkan 270 kuesioner kepada nasabah Bank BPD DIY cabang Senopati, baik nasabah kredit maupun nasabah dana. Sebanyak 262 kuesioner digunakan untuk menganalisis data. Delapan kuesioner tidak digunakan karena tidak diisi dengan lengkap.
Hasil penelitian menunjukkan bahwa variabel kinerja keuangan dan kualitas layanan berpengaruh positif terhadap variabel kepuasan nasabah yang berpengaruh terhadap loyalitas nasabah. Loyalitas nasabah dan kinerja keuangan secara bersama-sama berpengaruh positif terhadap willingness to buy. Sementara itu variabel switching cost tidak berpengaruh signifikan terhadap loyalitas nasabah.
The purpose of the study is to analyze the effect of the bank's financial performance and service quality to customerÂ’s willingness to buy. The factors examined in this study include financial performance using the bank's reputation as a variable replacement, service quality, customer satisfaction, switching costs, customer loyalty and willingness to buy . The study was conducted to ensure that good relationships with customers through service and good financial performance will affect the willingness of customers to buy the products of the bank.
Data were collected by distributing 270 questionnaires to customers of Bank BPD DIY, Senopati branch, both credit customers and fund customers. A total of 262 questionnaires were used to analyze the data. Eight questionnaire was not used because it is not filled completely .
The results showed that the variables of financial performance and service quality has positive influence on customer satisfaction variables that influence customer loyalty. Customer loyalty and financial performance together have positive effect on willingness to buy. While the switching cost variables had no significant effect on customer loyalty.
Kata Kunci : Financial Performance, Service Quality, Willingness to Buy, Kinerja Keuangan, Kualitas Layanan.
