Menciptakan Keunggulan Bersaing Berkelanjutan Berbasis Loyalitas Pada Bank BRI
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Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kualitas layanan, citra dan kepuasan nasabah terhadap keunggulan bersaing berkelanjutan berbasis loyalitas pada Bank BRI. Metode penelitian ini menggunakan metode kuantitatif asosiatif yaitu menunjukkan hubungan antara dua variabel atau lebih. Unit analisis penelitian ini nasabah bank BRI di wilayah eks Karisidenan Jember. Pengumpulan data dilakukan dengan membagikan kuisioner kepada para nasabah Bank BRI baik itu nasabah yang menyimpan dananya dan nasabah yang meminjam kredit yang menjadi responden penelitian. Teknik analisis yang digunakan pada penelitian ini adalah analisis regresi linier berganda dengan menggunakan aplikasi SPSS For Windows. Jumlah sampel yang digunakan 250 responden yang berasal dari Kabupaten Jember, Kabupaten Banyuwangi, Kabupaten Bondowoso dan Kabupaten Situbondo. Hasil penelitian menunjukkan bahwa kualitas layanan Bank BRI dan citra Bank BRI berpengaruh signifikan terhadap keunggulan bersaing berkelanjutan berbasis loyalitas, sedangkan kepuasan nasabah Bank BRI berpengaruh tidak signifikan terhadap keunggulan bersaing berkelanjutan berbasis loyalitas. Karakteristik sumber daya yang bernilai bagi keunggulan bersaing adalah yang berkaitan dengan sumber daya yang bernilai, kompleks, eksklusif, mudah digeneralisasi, dan susah ditiru pesaing. Keunggulan bersaing pada perusahaan perbankan membutuhkan keterlibatan ataupun peran serta manajemen perbankan dan sumber daya perbankan.
Kata Kunci: kualitas layanan, citra, kepuasan nasabah, keunggulan bersaing berkelanjutan berbasis loyalitas.
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DOI: https://doi.org/10.37531/yum.v7i2.6768
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