Rahmasari, Kharisma Alvin and Inggang Perwangsa Nuralam, SE., MBA., PhD (2023) Pengaruh Brand Image dan Service Quality terhadap Customer Loyalty Melalui Customer Satisfaction sebagai Variabel Mediator (Survei pada Nasabah Non-Prioritas Pengguna Layanan BCA Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Salah satu strategi pemasaran yang digunakan dalam menarik dan mempertahankan pelanggan pada sektor perbankan yaitu melalui brand image dan service quality. Dalam hal ini Bank Central Asia (BCA) adalah salah satu perusahaan perbankan yang memperhatikan citra merek serta kualitas pelayanan produk mereka. Penelitian ini bertujuan untuk mengetahui dan menjelaskan (1) pengaruh Brand Image terhadap Customer Loyalty nasabah BCA Kota Malang, (2) pengaruh Service Quality terhadap Customer Loyalty nasabah BCA Kota Malang, (3) pengaruh Brand Image dan Service Quality terhadap Customer Loyalty melalui Customer Satisfaction nasabah BCA Kota Malang. Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah nasabah Bank Central Asia Kota Malang dengan sampel sebanyak 170 responden dengan teknik pengambilan sampel accidental sampling. Metode pengumpulan data menggunakan kuesioner dengan teknik analisis data menggunakan Structural Equation Modelling (SEM) PLS. Hasil pengujian path coefficient menunjukkan bahwa (1) variabel Brand Image memiliki pengaruh langsung terhadap Customer Satisfaction, (2) variabel Service Quality memiliki pengaruh langsung terhadap Customer Satisfaction, (3) variabel Brand Image tidak memiliki pengaruh langsung terhadap Customer Loyalty, (4) variabel Service Quality memiliki pengaruh langsung terhadap Customer Loyalty, (5) variabel Brand Image memiliki pengaruh tidak langsung terhadap Customer Loyalty melalui Customer Satisfaction, (6) variabel Service Quality memiliki pengaruh tidak langsung terhadap Customer Loyalty melalui Customer Satisfaction.
English Abstract
One of the marketing strategies used to attract and retain customers in the banking sector is through brand image and service quality. In this case, Bank Central Asia (BCA) is one of the banking companies that pays attention to the brand image and service quality of their products. This study aims to identify and explain (1) the effect of Brand Image on Customer Loyalty of BCA Malang City customers, (2) the effect of Service Quality on Customer Loyalty of BCA Malang City customers, (3) the influence of Brand Image and Service Quality on Customer Loyalty through Customer Satisfaction of BCA City customers. The type of research used is explanatory research with a quantitative approach. The population in this study were customers of Bank Central Asia at Malang City with a sample of 170 respondents using accidental sampling technique. The data collection method uses a questionnaire with data analysis techniques using Structural Equation Modelling (SEM) PLS. The results of the path coefficient test show that (1) the brand image variable has a direct effect on customer satisfaction, (2) the service quality variable has a direct effect on customer satisfaction, (3) the brand image variable has no direct effect on customer loyalty, (4) the variable Service Quality has a direct effect on Customer Loyalty, (5) Brand Image variable has an indirect effect on Customer Loyalty through Customer Satisfaction, (6) Service Quality variable has an indirect effect on Customer Loyalty through Customer Satisfaction.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030078 |
| Uncontrolled Keywords: | Brand Image, Service Quality, Customer Loyalty, Customer Satisfaction,- |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 03 Aug 2023 03:15 |
| Last Modified: | 03 Aug 2023 03:15 |
| URI: | http://repository.ub.ac.id/id/eprint/202330 |
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Text (DALAM MASA EMBARGO)
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