Pengaruh Kepercayaan dan Kepuasan terhadap Loyalitas Nasabah Perbankan (Studi pada KCP Bank Mega Setia Budi di Kota Medan)

Abstract

This research was conducted at KCP Bank Mega Setia Budi in Medan. This research aims to determine and analyze the influence of trust and satisfaction on customer loyalty (study on KCP Bank Mega Setia Budi in Medan). This research used 128 respondents as sample research and sampling technique using slovin formula. Data analysis method used is quantitative analysis method that includes validity test, reliability test, classic assumption test, multicolonierity test, heteroscedasticity test, multiple linear regression analysis, hypothesis test through coefficient of determination test (R 2 test), F test, and t-test. Data that has met the test of valdity, reliability test, and classical assumption test is processed so as to produce regression equation as followsY=7,797 + 0.030 X1 + 0.052 X2. Where the customer loyalty variable (Y) will increase by one-unit of the increase of each independent variable of Trust (X1) and Satisfaction (X2). Testing of t test hypothesis and F test show that trust (X1) and Satisfaction (X2) have an effect on Customer Loyalty (Y). The determination coefficient test (R 2 ) seen in Adjusted R Square of 0.681 shows that 68.1% of customer loyalty in KCP Bank Mega Setia Budi in Medancan be explained by the variable of trust and satisfaction and while the remaining 30,9%can be explained by other variable that not studied in this research