Pengaruh kualitas layanan, citra bank dan customer relationship marketing terhadap Loyalitas nasabah dengan kepuasan nasabah sebagai variabel intervening (Studi pada nasabah BRI di Kota Malang)
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Institusion
Universitas Merdeka Malang
Author
Karyose, Hellen
Subject
H Social Sciences (General)
Datestamp
2024-07-24 02:40:53
Abstract :
The purpose of this study to analyze the influence of the quality of service, the bank's image and customer relationship marketing on customer satisfaction and customer loyalty, analyze the influence of customer satisfaction on customer loyalty as well as to analyze the influence of the quality of service, the bank's image and customer relationship marketing on customer loyalty if mediated by customer satisfaction. The population of this research is the customer BRI branch office in the city of Malang. The population in this study is an infinite population (infinite population), so the sample size is determined by multiplying the number of indicators of five variables with 5-10. Under these provisions, the size of the sample used is 18 X 10 = 180 respondents. Data analysis techniques used Structural Equation Modeling (SEM). The results showed that the quality of service, the bank's image and customer relationship marketing effect on customer satisfaction and loyalty. Customer satisfaction effect on customer loyalty. Customer satisfaction mediates the effect of quality of service, the bank's image and customer relationship marketing on customer loyalty.
The purpose of this study to analyze the influence of the quality of service, the bank's image and customer relationship marketing on customer satisfaction and customer loyalty, analyze the influence of customer satisfaction on customer loyalty as well as to analyze the influence of the quality of service, the bank's image and customer relationship marketing on customer loyalty if mediated by customer satisfaction. The population of this research is the customer BRI branch office in the city of Malang. The population in this study is an infinite population (infinite population), so the sample size is determined by multiplying the number of indicators of five variables with 5-10. Under these provisions, the size of the sample used is 18 X 10 = 180 respondents. Data analysis techniques used Structural Equation Modeling (SEM). The results showed that the quality of service, the bank's image and customer relationship marketing effect on customer satisfaction and loyalty. Customer satisfaction effect on customer loyalty. Customer satisfaction mediates the effect of quality of service, the bank's image and customer relationship marketing on customer loyalty.
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