Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Loyalitas Nasabah PT. BPR YUKA JAYA

Abstract

Service quality is one aspect that can be highlighted by a company and makes consumers buy back products or services from a company because they are satisfied with the services or products provided. The purpose of this study is to investigate and assess how quality affects customer loyalty at PT. BPR Yuka Jaya. This type of research was analyzed quantitatively in descriptive form using SPSS to analyze the data. The sample in this study were 253 people and the collection was carried out using the Nonprobability Sampling technique with the Purposive Sampling sub-technique. This research was conducted on customers from PT. BPR Yuka Jaya with data collection techniques, namely questionnaires. results of this study indicate that there are two hypotheses, namely product quality does not affect customer loyalty. This is proven by tcount 1.064 < ttable 1.984, The then the second hypothesis is the effect of service on customer loyalty is positive tcount 2.746 > ttable 1.984. The last hypothesis is that there is a simultaneous significant effect between product quality and service quality on customer loyalty at BPR Yuka Jaya.