Narotama, Adhitya (2019) Pengaruh Kualitas Layanan Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan Dan Brand Images (Studi Pada Kantor Cabang Bri Malang Soekarno-Hatta). Magister thesis, Universitas Brawijaya.
Abstract
Setiap perusahaan mengharapkan karyawan dapat memberikan kualitas pelayanan yang bermanfaat secara nyata bagi perkembangan perusahaan dan perkembangan karyawan, langkah tersebut akan memberikan keuntungan atau keberhasilan. Salah satu tolak ukur dalam keberhasilan bisnis di perbankan adalah jumlah nasabah yang loyal terhadap bank, hal ini dikarenakan loyalitas nasabah merupakan salah satu faktor penting bagi bank. Kantor Cabang BRI Soekarno Hatta Malang berada di salah satu urat nadi perekonomian di Kota Malang dan terletak cukup strategis untuk memudahkan nasabah yang ingin mendapatkan pelayanan dengan baik serta meringankan biaya nasabah. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan terhadap loyalitas pelanggan dengan brand images dan kepuasan pelanggan sebagai mediasi. Jenis penelitian ini adalah jenis kuantitatif korelasional menggunakan Non Probability Sampling dan didapatkan sampel (nasabah) menggunakan teori Roscoe berjumlah 400 dengan objek penelitian adalah Kantor Cabang BRI Malang Soekarno Hatta. Analisis data dalam penelitian ini menggunakan metode Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa ada kualitas pelayanan berpengaruh signifikan terhadap loyalitas pelanggan, Brand Images tidak berpengaruh signifikan terhadap loyalitas pelanggan, Kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan, Kualitas pelayanan berpengaruh terhadap brand images, Kualitas pelayanan berpengaruh terhadap kepuasan pelanggan, Pengaruh kualitas pelayanan terhadap loyalitas pelanggan dengan brand images sebagai mediasi memiliki pengaruh tidak signifikan, pengaruh kualitas pelayanan terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai mediasi memiliki pengaruh signifikan.
English Abstract
Every company expects employees to provide quality services that are significantly beneficial to the company's development and employee development, these steps will provide benefits or success. One of the benchmarks in the success of business in banking is the number of customers who are loyal to the bank, this is because customer loyalty is an important factor for the bank. BRI Soekarno Hatta Malang Branch Office is in one of the economic lifebloods of Malang City and is strategically located to facilitate customers who want to get good service and ease customer costs. This study aims to determine the effect of service quality on customer loyalty with brand images and customer satisfaction as mediation. This type of research is a quantitative correlational type using Non Probability Sampling and to get a sample using Roscoe theory amounting to 400 with the object of research is BRI Malang Soekarno Hatta Branch Office. Data analysis in this study using Partial Least Square (PLS) method. The results showed that service quality had a significant effect on customer loyalty, Brand Images had no significant effect on customer loyalty, customer satisfaction had an effect on customer loyalty, service quality had an effect on brand images, service quality had an effect on customer satisfaction, effect of service quality on customer loyalty with brands images as mediation has no significant effect, the effect of service quality on customer loyalty through customer satisfaction as mediation has a significant effect.
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.812/NAR/p/2019/041910544 |
| Uncontrolled Keywords: | Pelayanan, Loyalitas, Brand Images, Kepuasan Pelanggan |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endang Susworini |
| Date Deposited: | 08 Sep 2022 08:53 |
| Last Modified: | 08 Sep 2022 08:53 |
| URI: | http://repository.ub.ac.id/id/eprint/194103 |
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