Peran customer satisfaction sebagai mediasi antara service quality dan corporate image terhadap customer loyalty (Studi pada nasabah tabungan bima Bank Jateng Capem Sampangan)

Hernowo Hardyas Wibisono, Endang Tjahjaningsih

Abstract


Dalam penelitian ini menganalisa adanya peran customer satisfaction sebagai mediasi antara service quality dan corporate image terhadap customer loyalty. Populasi pada penelitian ini adalah nasabah Tabungan Bima Bank Jateng Capem Sampangan, dengan teknik purposive sampling yang diikuti kriteria minimal 2 tahun telah menjadi nasabah Bank Jateng Capem Sampangan. Pada penelitian ini menggunakan instrument kuesioner. Untuk analisis menggunakan model regresi linier berganda dan uji mediasi menggunakan sobel test. Hasil penelitian menunjukan service quality berpengaruh postif dan signifikan terhadap customer satisfaction. corporate image berpengaruh postif dan signifikan terhadap customer satisfaction. service quality dan corporate image berpengaruh positif dan signifikan terhadap customer loyalty. customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty. Customer satisfaction juga memediasi sempurna antara service quality terhadap customer loyalty, serta memediasi sempurna antara corporate image terhadap customer loyalty.

Kata Kunci: Service quality, Corporate Image, Customer Satisfaction, Customer Loyalty

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References


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DOI: https://doi.org/10.37531/sejaman.v6i1.3635

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