PENGARUH KUALITAS PELAYANAN DAN INOVASI PRODUK TERHADAP KEUNGGULAN BERSAING SERTA DAMPAKNYA TERHADAP MINAT MEREFERENSIKAN NASABAH BANK OCBC NISP CABANG CIK DI TIRO YOGYAKARTA
Journal Title: Jurnal Ekobis Dewantara - Year 2018, Vol 1, Issue 8
Abstract
This study aimsto determine the effect ofquality of servicead product innovationoncompetitive advantageandinterest referenced of Bank OCBC NISP Brach Cik Di Tiro Yogyakarta Costumers.The research was conducted quantitatively by survey method using questionnaire.The sample of this research is the customer who happened to be encountered in PT Bank OCBC NISP Branch Cik Di Tiro Yogyakarta as many as 100 people who have Saving Product Tanda360o Plus and at least 6 months have become customerswhohaveSaving Product Tanda 360o Plus. The sampling technique used purposive sampling technique. Data were analyzed by using multiple linear regression analysis. The result of the analysis showedthat service quality variable hada significant and positive influence on competitive advantage. Product Innovation Variable hada significant and positive effect on Competitive Advantage. Service Quality Variables hada significant and positive influence on Referring Interest.Product Innovation Variables hada significant and positive effect on Referring Interest. Variable of Competitive Advantage hada significant and positive influence on Referring Interest. The quality of service, product innovation and competitive advantage had acontributed 70.1%in influencing the interest of referring customers of Bank OCBC NISP.
Authors and Affiliations
Devinta Kris
Keywords
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- EP ID EP662876
- DOI 10.26460/ed_en.v1i8.559
- Views 218
- Downloads 0
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