PENGARUH KUALITAS PELAYANAN DAN PERSEPSI NILAI TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING PADA NASABAH BANK BRI CABANG KHATIB SULAIMAN PADANG

Abstract

This study aims to explain the effect of service quality and perceived value on customer loyalty with customer satisfaction as a mediating variable. The research was conducted in the city of Padang and involved 85 respondents. Respondents were selected using purposive sampling technique. The research instrument used was a questionnaire. tested using the Partial Least Square (PLS) test apparatus. The results showed that service quality had a positive effect on customer loyalty at the Khatib Sulaiman Padang branch of the BRI Bank. Service quality has a positive effect on customer satisfaction at Bank BRI Khatib Sulaiman Padang branch. Furthermore, perceived value has a positive effect on customer loyalty. However, perceived value has no effect on customer satisfaction at the Khatib Sulaiman Padang branch of Bank BRI. Customer satisfaction has no effect on loyalty. So it can be said that customer satisfaction does not mediate service quality towards loyalty. The same thing customer satisfaction does not mediate the perceived value of customer loyalty at the Khatib Sulaiman Padang branch of BRI Bank.