PENGARUH KUALITAS LAYANAN DAN CITRA PERUSAHAAN TERHADAP LOYALITAS MELALUI KEPUASAN NASABAH BRI CABANG BEKASI
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Fajarwati, Indah
Subject
Manajemen Pemasaran
Datestamp
2021-12-16 03:04:00
Abstract :
Abstract This study aims to determine the effect of service quality and corporate image on loyalty through customer satisfaction BRI Branch Bekasi. The research method used is the survey method, using a questionnaire as a data collection tool. The target population in this research is BRI Branch Bekasi customers, the number of samples used in this study were 400 respondents with the Slovin formula. The analytical method used is path analysis Based on the results and discussion, the service quality variable has a significant direct effect on customer satisfaction. The corporate image variable has a significant direct effect on customer satisfaction. The service quality variable has a significant direct effect on customer loyalty. The corporate image variable has an significant direct effect on customer loyalty. The customer satisfaction variable has a significant direct effect on customer loyalty. Service quality variables have a significant indirect effect on customer satisfaction and customer loyalty. The corporate image variable has a significant indirect effect on customer satisfaction and customer loyalty. It is generally concluded that there is an influence of service quality and company image on loyalty through customer satisfaction BRI Branch Bekasi Keywords: Service Quality, Company Image, Satisfaction, Loyalty
Abstract This study aims to determine the effect of service quality and corporate image on loyalty through customer satisfaction BRI Branch Bekasi. The research method used is the survey method, using a questionnaire as a data collection tool. The target population in this research is BRI Branch Bekasi customers, the number of samples used in this study were 400 respondents with the Slovin formula. The analytical method used is path analysis Based on the results and discussion, the service quality variable has a significant direct effect on customer satisfaction. The corporate image variable has a significant direct effect on customer satisfaction. The service quality variable has a significant direct effect on customer loyalty. The corporate image variable has an significant direct effect on customer loyalty. The customer satisfaction variable has a significant direct effect on customer loyalty. Service quality variables have a significant indirect effect on customer satisfaction and customer loyalty. The corporate image variable has a significant indirect effect on customer satisfaction and customer loyalty. It is generally concluded that there is an influence of service quality and company image on loyalty through customer satisfaction BRI Branch Bekasi Keywords: Service Quality, Company Image, Satisfaction, Loyalty
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