Pengaruh Kualitas Pelayanan dan Harga Terhadap Nilai Pelanggan pada Bank Riau Kepri Syariah Tanjungpinang



Dwi Septi Haryani(1*)

(1) STIE Pembangunan Tanjungpinang
(*) Corresponding Author

Abstract


Sharia-based bank is evolving quite well in Indonesia, one of them is Bank Riau Kepri Syariah residing in Tanjungpinang. A large population of Muslims becomes an opportunity for sharia-based banking business.This research aims to find out how the service quality, price and customer value of Bank Riau Kepri Syariah Tanjungpinang and to know the influence of the service quality and price towards the customer value  of Bank Riau Kepri Syariah Tanjungpinang. The population in this research is the customer of Bank Riau Kepri Syariah Tanjungpinang in 2017, using the sample slovin formula with determination. To address the issue of research and hypothesis testing research then used frequency distributive and analysi multiple regression. The results showed that Bank Riau Kepri Syariah Tanjungpinang has a good service quality, reasonable price, and customer value are quite high. The service quality and price effect on the customer’s value simultaneously and partially, the price is more dominant influence to customer’s value than service quality. 


Bank berbasis syariah berkembang cukup baik di Indonesia, salah satunya adalah Bank Riau Kepri Syariah yang berada di Tanjungpinang. Populasi umat islam yang besar menjadi peluang bagi bisnis perbankan berbasis syariah. Penelitian ini bertujuan untuk mengetahui bagaimana kualitas pelayanan, harga dan nilai pelanggan Bank Riau Kepri Syariah Tanjungpinang dan untuk mengetahui  pengaruh kualitas pelayanan dan harga terhadap nilai pelanggan Bank Riau Kepri Syariah Tanjungpinang. Populasi dalam penelitian ini adalah nasabah Bank Riau Kepri Syariah Tanjungpinang di tahun 2017 dengan menggunakan teknik penentuan sampel dengan rumus slovin. Untuk menjawab masalah penelitian dan pengujian hipotesis penelitian maka digunakan distribusi frekuensi dan analisis regresi berganda. Hasil penelitian menunjukkan bahwa Bank Riau Kepri Syariah Tanjungpinang memiliki kualitas pelayanan yang baik, harga yang wajar, dan nilai pelanggan yang cukup tinggi. Kualitas pelayanan dan harga berpengaruh terhadap nilai pelanggan secara simultan dan secara parsial harga lebih dominan mempengaruhi nilai pelanggan dibandingkan kualitas pelayanan.


Keywords


customers value; price; service quality

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