PENGARUH SERVICESCAPE, KUALITAS PELAYANAN, DAN KUALITAS KOMUNIKASI KARYAWAN TERHADAP LOYALITAS ANGGOTA BMT BEN SEJAHTERA CABANG KROYA

Mukhamad, Ngali (2024) PENGARUH SERVICESCAPE, KUALITAS PELAYANAN, DAN KUALITAS KOMUNIKASI KARYAWAN TERHADAP LOYALITAS ANGGOTA BMT BEN SEJAHTERA CABANG KROYA. Skripsi thesis, UIN Prof. K. H. Saifuddin Zuhri.

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Abstract

Baitul Maal Wat Tamwil (BMT) is a Sharia-compliant financial institution that integrates the concepts of maal (social fund) and tamwil (commercial fund) into a unified institutional activity. The development of BMT has been quite significant, especially in facing industry competition. Many factors influence member loyalty, including adequate physical facilities (servicescape), such as comfortable waiting areas and good accessibility. However, there are still complaints from members regarding the speed of service and employee punctuality in providing services. Additionally, employee communication, which is perceived as less personal and inconsistent, affects the level of member loyalty. This study aims to examine the influence of servicescape, service quality, and employee communication quality on member loyalty at BMT Ben Sejahtera Branch Kroya. This research employs a quantitative approach. The population consists of members of BMT Ben Sejahtera Branch Kroya, with a sample size of 217 respondents. The sampling technique used is probability sampling with a quota sampling method. Data analysis includes instrument testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing using SPSS version 26. The research results indicate that each of the three variables servicescape, service quality, and employee communication quality individually influences member loyalty. Simultaneously, servicescape, service quality, and communication quality also collectively impact member loyalty. This aligns with respondents' statements, with the majority agreeing that KSPPS BMT Ben Sejahtera Kroya Branch has a good servicescape, featuring a modern building, clean, and comfortable facilities. Similarly, the service quality is perceived as friendly, polite, and responsive. Regarding employee communication quality, this is demonstrated through polite and easy-to-understand language, responsiveness to inquiries, and respect for every member visiting the office. Finally, member loyalty is evidenced by the continuous use of its products or services, a reluctance to switch to other banks, and recommendations of its products or services to others.

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