Pengaruh hadiah dan kepercayaan pada loyalitas nasabah bank di Jakarta

Netty Merdiaty

Abstract


Penelitian ini bertujuan untuk menguji pengaruh variable kepercayaan dan hadiah pada loyalitas. Responden adalah nasabah bank di Jakarta. Analisis data menggunakan SEM dengan menggunakan Lisrel 8.70. model teoritik dapat diterima sebagai model sesuai dengan lapangan. Berdasarkan uji hasil model terhadap model hipotetik memiliki indeks; RMSEA = 0.044; GFI = 0.98; AGFI = 0.95; NFI = 0.97; NNFI = 0.99, CFI = 1.00, mayoritas indeks kecocokan model sudah memenuhi parameter Good of fit, Hal ini mempunyai arti bahwa model teoritik penelitian dapat diterima sebagai model yang sesuai (fit) dengan data lapangan yaitu pengaruh hadiah dan kepercayaan pada loyalitas. Hasil penelitian menunjukkan ada pengaruh signifikan kepercayaan terhadap loyalitas. Kepercayaan signifikan mempengaruhi loyalitas yang ditunjukan oleh nilai t-value > 1.96, sedangkan Variabel Hadiah tidak signifikan mempengaruhi loyalitas dengan perolehan t-value 1.07 < 1.96. ke dua variabel tersebut secara simultan mampu menjelaskan variability variable LN sebesar 0.78 atau 78% sehingga besaran pengaruh variabel lain adalah 100% – 78% = 22%.


Keywords


Hadiah; Kepercayaan; Loyalitas

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