ANALISIS PENGARUH ATRIBUT PRODUK TERHADAP LOYALITAS NASABAH (Studi Pada Tabungan BritAma BRI Kantor Cabang Pattimura Semarang)

*Aditya Taufan P.A  -  Diponegoro University, Indonesia
Suryono Budi Santosa  -  Diponegoro University, Indonesia
Received: 25 Jan 2017; Published: 25 Jan 2017.
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Section: Research Article
Language: EN
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Abstract

Competition in today's business world is getting tougher. this affects particularly kapada
BRI in 2012. BRI bank customers BritAma savings each month fluctuated. Although
BritAma already provide product attributes that can compete with other banks, but still
can not reach the target. This study aims to research how much influence of the quality
product, features product, and design product by BritAma to customer loyalty BRI
Pattimura Semarang.
The population in this study are BritAma customer of BRI Pattimura Semarang. The
sample in this study were randomly conducted using non probability sampling technique
and accidental sampling method. The analysis used in this study is multiple liniear
regression analysis, by using the stage of tes validity, test reliability, and classical
assumption tes. And then the hypothesis is evidenced by t test, F test, and coefficient of
determination (R²).
The result of multiple liniear regression analysis that has been done shows that all
independent variables, the quality product, fitur product, and desaign product have a positive
influence on the dependent variable, customer loyalty. The independent variable is the most
influential of the dependent variable is the variable fitur product (0,433), followed by quality
product (0,306), and then desaign product (0,274). And the coefficient of determination
(adjusted R²) is 0,503. This means that 50,3% customer loyalty is affected by variable quality
product, fitur product, and desaign product. While the ramaining 49,7% is influenced by
other variables that are not addressed in this study.
Key Word : customer loyalty, quality product, features product, design product

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