Analisis Faktor-Faktor Yang Mempengaruhi Loyalitas Nasabah Pengguna Tabungan Sikoci Pada Bank Nagari Cabang Utama Padang

Susriyanti, Susriyanti and Nardo, Rio and Fermayani, Riche (2020) Analisis Faktor-Faktor Yang Mempengaruhi Loyalitas Nasabah Pengguna Tabungan Sikoci Pada Bank Nagari Cabang Utama Padang. urnal Administrasi Sosial dan Humaniora (JASIORA), 3 (4). pp. 92-104.

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Abstract

The purpose of this study is to see the extent to which the variables of trust (trust), switching cost, and word of mouth can affect the loyalty of customers who use Sikoci savings at Bank Nagari Main Branch Padang Office. The fluctuation in the number of customers in Sikoci savings became the research gab in this study. The state of the art of research is found in the indicators used in each variable. The number of samples in this study were 100 respondents. The sampling technique used was incidental sampling. The results of the t-test statistic in this study explain that the variable of trust (trust) has a significant effect on customer loyalty as evidenced by the value of t count> t-table (2.098> 1.66039), with a significance value of 0.038 <alpha 0.05. The switching cost variable has a significant effect on customer loyalty as indicated by the value of t_count> t_tabel (4.770> 1.66039) with a significance value of 0.000 <alpha 0.05. The word of mouth variable has a significant effect on customer loyalty as evidenced by the value of t_count> t_tabel (5.472> 1.66039), with a significance value of 0.000 <alpha 0.05. The statistical f test results concluded that the variables of trust (trust), switching cost, and word of mouth together affect the loyalty of employee customers at the Main Branch Bank Nagari Bank Office as evidenced by the significance value of 0,000 <0.05 and the value of F_count265,570 > Table 2.36. The result of the determinant coefficient test is that the magnitude of the effect of the independent variable on the dependent variable is 88.9%, the remaining 11.1% is influenced by other variables not included in the research model. Keyword: Trust, Switching Cost, Word of Mouth, and Customer Loyalty.

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