ANALISIS PENGARUH PENERAPAN ETHIC (EXCELLENCE, TEAMWORK, HUMANITY, INTEGRITY, CUSTOMER FOCUS) PEGAWAI BANK SYARIAH MANDIRI TERHADAP LOYALITAS NASABAH (Studi Pada Nasabah Bank Syariah Mandiri KCP Kedaton Bandar Lampung)

YULIA, RAHMATIKA RAAIHATUL JANNAH (2021) ANALISIS PENGARUH PENERAPAN ETHIC (EXCELLENCE, TEAMWORK, HUMANITY, INTEGRITY, CUSTOMER FOCUS) PEGAWAI BANK SYARIAH MANDIRI TERHADAP LOYALITAS NASABAH (Studi Pada Nasabah Bank Syariah Mandiri KCP Kedaton Bandar Lampung). Undergraduate thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui penerapan ETHIC (Excellence, Teamwork, Humanity, Integrity, Customer Focus) yang mempengaruhi terhadap loyalitas nasabah pada nasabah Bank Syariah Mandiri KCP Kedaton Bandar Lampung. ETHIC adalah nilai-nilai organisasi yang telah disepakati bersama untuk disebarluaskan oleh seluruh pegawai Bank Syariah Mandiri yang bisa disebut sebagai Shared Values Bank Syariah Mandiri. Kemudian Shared Values Bank Syariah Mandiri disingkat menjadi“ETHIC”, yaitu: Excellence, Teamwork, Humanity, Integrity, Customer Focus. Berdasarkan uraian yang tertulis diatas, maka penulis berinisiatif membuat penelitian berjudul: “Analisis Pengaruh Penerapan ETHIC (Excellence, Teamwork, Humanity, Integrity, Customer Focus) Pegawai Bank Syariah Mandiri Terhadap Loyalitas Nasabah (Studi Pada Nasabah Bank Syariah Mandiri KCP Kedaton Bandar Lampung)” Rumusan masalah pada penelitian ini adalah 1) Apakah penerapan ETHIC (Excellence, Teamwork, Humanity, Integrity, Customer Focus) Pegawai Bank Syariah Mandiri berpengaruh terhadap loyalitas nasabah?. Tujuan penelitian dari penelitian ini adalah : 1) Untuk mengetahui pengaruh penerapan (ETHIC) pegawai Bank Syariah Mandiri terhadap loyalitas nasabah. Penelitian ini menggunakan metode Uji Validitas, Uji Reliabilitas, Skala Likert, Regresi Linear Sederhana, Insidental Sampling, Proses Ekstrasi, Uji Normalitas, Uji Hipotesis, dan Koefisien Determinasi. Jenis penelitian yang digunakan adalah “Deskriptif Kuantitatif” yang memberikan gambaran terperinci mengenai pengaruh ETHIC BSM terhadap loyalitas nasabah. Hasil yang diperoleh dari penelitian dapat disimpulkan bahwa penelitian ini menguji pengaruh penerapan ETHIC (Excellence, Teamwork, Humanity, Integrity, Customer Focus) pegawai Bank Syariah Mandiri terhadap loyalitas nasabah BSM KCP Kedaton Bandar Lampung Berdasarkan hasil analisis, dan pengujian terhadap variabel penelitian tersebut, dapat diambil kesimpulan bahwa terdapat pengaruh yang signifikan antara penerapan ETHIC (Excellence, Teamwork, Humanity, Integrity, Customer Focus) pegawai Bank Syariah Mandiri terhadap loyalitas nasabah BSM KCP Kedaton Bandar Lampung sehingga Hipotesis yang menyatakan terdapat pengaruh antaraVariabel Penerapan ETHIC (X) dengan Loyalitas Nasabah (Y) dapat diterima. Kata Kunci: Pengaruh, ETHIC, Loyalitas iiABSTRACT This study aims to determine the application of ETHIC (Excellence, Teamwork, Humanity, Integrity, Customer Focus) which affects customer loyalty to customers of Bank Syariah Mandiri KCP Kedaton Bandar Lampung. ETHIC are organizational values that have been mutually agreed upon to be disseminated by all employees of Bank Syariah Mandiri which can be referred to as Shared Values of Bank Syariah Mandiri. Then the Shared Values of Bank Syariah Mandiri were shortened to “ETHIC”, namely: Excellence, Teamwork, Humanity, Integrity, Customer Focus. Based on the description written above, the author took the initiative to make a research entitled: "Analysis of the Effect of ETHIC Implementation (Excellence, Teamwork, Humanity, Integrity, The formulation of the problem in this study is 1) Does the application of ETHIC (Excellence, Teamwork, Humanity, Integrity, Customer Focus) employees of Bank Syariah Mandiri affect customer loyalty?. The research objectives of this study are: 1) To determine the effect of the application (ETHIC) of Bank Syariah Mandiri employees on customer loyalty. This research uses Validity Test, Reliability Test, Likert Scale, Simple Linear Regression, Incidental Sampling, Extraction Process, Normality Test, Hypothesis Testing, and Coefficient of Determination. The type of research used is "Quantitative Descriptive" which provides a detailed description of the effect of ETHIC BSM on customer loyalty. The results obtained from the study can be concluded that this study examines the effect of the application of ETHIC (Excellence, Teamwork, Humanity, Integrity, Customer Focus) employees of Bank Syariah Mandiri on customer loyalty BSM KCP Kedaton Bandar Lampung. it was concluded that there was a significant effect between the implementation of ETHIC (Excellence, Teamwork, Humanity, Integrity, Customer Focus) of Bank Syariah Mandiri employees on customer loyalty at BSM KCP Kedaton Bandar Lampung so that the hypothesis which states that there is an influence between ETHIC Implementation Variables (X) and Customer Loyalty (Y) is acceptable. Keywords: Influence, ETHIC, Loyalty

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