(Institut Agama Islam An-Nawawi Purworejo (IAIAN Purworejo), Indonesia)*corresponding author
AbstractPenelitian-penelitian ini dilatarbelakangi oleh evolusi dunia bisnis modern. Kami telah bertemu banyak perusahaan yang telah memasuki dunia pasar jasa. Hal ini menjadikan perusahaan kompetitif dengan menawarkan beragam kualitas dan layanan terbaik. Tujuan dari penelitian ini adalah untuk menguji sejauh mana pengaruh variabel kualitas pelayanan terhadap loyalitas nasabah bank, pengaruh kualitas pelayanan terhadap kepercayaan nasabah bank dan pengaruh kualitas pelayanan terhadap kepuasan nasabah bank. , pengaruh kepuasan terhadap loyalitas nasabah bank, pengaruh engagement terhadap kepuasan nasabah bank dan pengaruh kepercayaan terhadap loyalitas nasabah bank. Populasi yang dicakup dalam survei ini terdiri dari 300 nasabah bank BRI, BNI dan Mandiri yangdisurvei di wilayah Magelang. Model terdiri dari 5 variabel yaitu Kualitas, Komitmen, Kepuasan, Kepercayaan dan Loyalitas.Metode yang digunakan dalam penelitian ini adalah deskriptif dan kuantitatif. Data yang lolos uji validitas dan kredibilitas, kemudian dilakukan analisis SEM. Penelitian ini menggunakan metode deskriptif kuantitatif. Untuk menganalisis model dan menguji hipotesis, dilakukan analisis SEM. Hasil analisis SEM menunjukkan bahwa kualitas layanan berpengaruh positif terhadap keterlibatan nasabah bank.Kualitas pelayanan berpengaruh positif terhadap kepercayaan nasabah bank. Kualitas pelayanan berpengaruh positif terhadap kepuasan nasabah bank. Kepuasan nasabah berpengaruh positif terhadap loyalitas nasabah bank. Customer engagement berpengaruh positif terhadap loyalitas nasabah bank. Kepercayaan nasabah tidak berpengaruh positif terhadap loyalitas nasabah bank, namun secara tidak langsung berpengaruh terhadap loyalitas nasabah bank.Kepercayaan nasabah berpengaruh positif terhadap kepuasan nasabah bank. Model loyalitas nasabah bank diasumsikan dapat menjelaskan struktur pengaruh kualitas pelayanan, kepercayaan, komitmen dan kepuasan nasabah terhadap loyalitas nasabah bank dengan cukup baik
Keywordskualitas pelayanan, komitmen, kepercayaan, kepuasan, loyalitas
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DOIhttps://doi.org/10.31604/jips.v10i8.2023.4022-4043 |
Article metrics10.31604/jips.v10i8.2023.4022-4043 Abstract views : 0 | PDF views : 0 |
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