Erlina, Ririn (2022) PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS NASABAH MELALUI CITRA PERUSAHAAN DAN KEPUASAN NASABAH (Studi Pada Bank BTN Syariah Banda Aceh). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan terhadap citra perusahaan, pengaruh kualitas pelayanan terhadap kepuasan nasabah, pengaruh kualitas pelayanan terhadap loyalitas nasabah dan pengaruh tidak langsung kualitas pelayanan terhadap loyalitas nasabah yang dimediasi citra perusahaan, pengaruh kualitas pelayanan terhadap loyalitas nasabah yang dimediasi kepuasan nasabah. Strategi penelitian yang digunakan yaitu strategi asosiatif. Populasi pada penelitian ini adalah nasabah BTN Syariah Banda Aceh. Sampel yang diambil sebanyak 100 responden dengan kriteria yaitu nasabah yang sudah akad KPR iB BTN Syariah Banda Aceh. Teknik pengambilan sampel yang digunakan yaitu purposive sampling dengan instrumen pengumpulan data berupa kuesioner. Data yang diambil adalah data primer. Penelitian ini menggunakan path analysis dengan metode Partial Least Square yaitu menggunakan warpPLS 8.0. Hasil penelitian menyatakan, kualitas pelayanan berpengaruh positif terhadap citra perusahaan. Kualitas pelayanan berpengaruh positif terhadap kepuasan nasabah. Namun kualitas pelayanan tidak berpengaruh langsung terhadap loyalitas nasabah. Citra perusahaan berpengaruh positif terhadap loyalitas. Kepuasan nasabah berpengaruh positif terhadap loyalitas. Untuk efek mediasi, citra perusahaan dapat memediasi kualitas pelayanan terhadap loyalitas nasabah dan kepuasan nasabah dapat memediasi kualitas pelayanan terhadap loyalitas nasabah. This study aims to determine the effect of service quality on corporate image, the effect of service quality on customer satisfaction, the effect of service quality on customer loyalty, the effect of corporate image on customer loyalty, the effect of customer satisfaction on customer loyalty, the effect of service quality on customer loyalty mediated by customer satisfaction and the effect of service quality on customer loyalty mediated by corporate image at BTN Syariah Banda Aceh. The research strategy used is associative strategy. The population in this study is client in BTN Syariah Banda Aceh. Samples were taken as many as 100 respondents with criteria, client who has used KPR iB in BTN Syariah Banda Aceh. The sampling technique used was purposive sampling with data collection instruments in the form of questionnaires. The data taken is primary data. This study uses path analysis with the Partial Least Square method using warpPLS 8.0. The result of the study conclude service quality have a positive effect on corporate image. Service quality has a positive effect on customer satisfaction. But service quality has no effect on customer loyalty directly. Corporate image has a positive effect on customer loyalty. Customer satisfaction has a positive effect on customer loyalty. For mediating effects, corporate image can mediate service quality to customer loyalty and customer satisfaction can mediate service quality to customer loyalty.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | RIRIN ERLINA | ||||||||
| Date Deposited: | 18 Oct 2022 07:56 | ||||||||
| Last Modified: | 18 Oct 2022 07:56 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8674 |
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