ANALISIS PENGARUH KUALITAS LAYANAN SMS BANKING BANK BNI TERHADAP LOYALITAS NASABAH DI KOTA MAKASSAR

Usnar, Nurul Damayanti. 2011. Effect of Quality of Service Against BNI
SMS Banking Customer Loyalty In the city of Makassar. Thesis,
Department of Management Faculty of Economics and Business University of
Hasanuddin Makassar. Supervisor: (1) Dr. Jusni, SE., M.Si (2) Dr. Indriyanti
Sudirman, SE., M.Si
This study aims to determine the quality of Bank BNI SMS Banking service to
customer loyalty in the city of Makassar.
The research was conducted by distributing questionnaires to 100 respondents
who use the BNI SMS Banking service in the city of Makassar. Data analysis
method used is multiple regression and processed using SPSS (Statistical Product
and Service Solutions) version 15.0.
The results in this study showed a significant positive effect whereby if there is an
increase in the quality of SMS Banking service, it will also increase customer
loyalty. The results are indicated by multiple regression analysis equation as
follows:
Y = 0.052 +0.462 X1 +0.192 X2 +0.111 X3 +0.145 X4 +0.127 X5
Dominant variables that affect customer satisfaction are the tangibles, because it
has the smallest value Pvalue is 0.000 and the largest regression coefficient is
equal to 0.462
Keywords: Quality of Service, SMS Banking, Customer Loyalty