Research Paper
Year: 2019 | Month: July | Volume: 6 | Issue: 7 | Pages: 430-440
The Influence of Service Quality on the Increasing In Switching Intention of Membership of Credit Union Makmur Sejahtera Bagan Batu
Geradus Bayu Harimurti1, Prof. Dr. Amrin Fauzi2, Dr. Endang Sulistya Rini3
1Postgraduates Students Master of Management University of North Sumatera, Indonesia
2Postgraduates Lecturer Master of Management University of North Sumatera, Indonesia
Corresponding Author: Geradus Bayu Harimurti
ABSTRACT
Credit Union Makmur Sejahtera Bagan Batu is one of loan cooperatives which operates at Bagan Batu. It manages its members’ assets in the form of savings and loan products. The result of preliminary observation, based on the report on RAT (Closing Year Meeting) of 2017, revealed that it grew 2.62% which was not ideal since it decreased, compared with its condition in the previous year. The objective of this research was to find out the influence of service quality on the increase in Switching Intention of membership of Credit Union Makmur Sejahtera Bagan Batu. The research used comparative study method. The data were gathered by distributing questionnaires to the members of the cooperative and processed by using multiple linear regression analysis. The population was all members who did savings and loan at the cooperative, and 100 of them were used as the samples. The result of the research showed that the variable of service quality which included tangibles, reliability, responsiveness, assurance, and empathy simultaneously had the influence on the increase in Switching Intention of membership of Credit Union Makmur Sejahtera Bagan Batu. Partially, only the variables of assurance and empathy had the influence on the increase in Switching Intention of membership of Credit Union Makmur Sejahtera Bagan Batu.
Key words: Credit Union, Service Quality, and Switching Intention
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