Preferensi Konsumen Dalam Memilih Bank BRI dan Bank BCA Di Manado Berdasarkan Kualitas Pelayanan

Andro Tumbelaka, Paulus Kindangen, Johnny A. F Kalangi

Abstract


The immediate objectives of this research study is to find out which criteria are the most influential in choosing a bank and to find out which bank is preferred by sustomers between BRI bank and BCA bank in Manado. Quantitative research was adapted as a method in this study and used a questionnaire as a flection of the method. The sample in this study were all customers of Bank BRI, and Bank BCA who had experience with the two banks. The questionnaire will be distributed using the purposive sampling method. The analytical method used in this study is the Analytical Hierarchy Process (AHP) where this method can rank criteria and produces weights for each evaluation criterion according to pairwise comparisons of decisions of decision makers of the criteria, so that researchers get a good picture of using the criteria.

Keywords


consumer preference, service quality, analytical hierarchy process

Full Text:

PDF

References


Auka D. O, Bosire J. N, and Matern V (2013). Perceived Service Quality and Customer Loyalty in Retail Banking In Kenya. British Journal of Marketing Study. Vol. 1 No. 3, pp. 32-61.

Frank R. H. (2011). Microeconomics and Behavior. Eighth Edition, Mc. Graw, Hill International Edition.

Kotler P, and Amstrong. G. (2009). Principles of Marketing 13th Edition. Pearson Education, Inc. Upper Saddle River, New Jersey, 07458.

Lupiyoadi, Hamdani. 2006. Manajemen Pemasaran Jasa. Edisi Kedua. Jakarta: Salemba Empat.

Marcell dan Adiwijaya M (2017) Pengaruh Dimensi Kualitas Layanan Terhadap Loyalitas Pelanggan di Auto Bridal Surabaya, Jurnal AGORA Vol. 5, No. 1.

McDaniel C, Lamb C. W, Hair J. F. (2011) Introduction to Marketing 11th Edition South-Western, Cengage Learning.

Parasuraman A, Zeithalm V, dan Berry L (1988) SERVQUAL: A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing.

Putri K I N S dan I Nyoman Nurcaya I N (2011) Pengaruh Dimensi Kualitas Pelayanan Jasa Terhadap Kepuasan Pelanggan D&I Skin Centre Denpasar. Jurnal Fakultas Ekonomi Universitas Udayana (Unud) Bali, Indonesia.

Ratnasari, R. T. dan Mastuti Aksa (2011) Manajemen Pemasaran Jasa. Ghalia Indonesia, Bogor.

Sriwidodo U, dan Indriastuti R. T. (2010) Pengaruh Dimensi Kualitas Pelayanan Jasa Terhadap Kepuasan Nasabah. Jurnal Ekonomi dan Kewirausahaan. Vol 10, No. 2, Oktober 2010 : 164-173

Suryani, T. 2013. Perilaku Konsumen di Era Internet : Implikasinya pada Strategi Pemasaran. Edisi Pertama, Graha Ilmu, Yogyakarta.

Tjiptono, Fandi dan Gregorius Chandra, Service Quality Satisfaction, Penerbit Andi. Yogyakarta. 2005.




DOI: https://doi.org/10.35797/jab.v9.i1.10-18

Refbacks



Copyright (c) 2019 JURNAL ADMINISTRASI BISNIS

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Diterbitkan Oleh:

Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi Manado, Indonesia.

Kantor Editor :

Jl. Kampus Bahu Unsrat, Malalayang - Manado 95115

No. Telp. +62 81242877176, +62 82348699889