PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABE INTERVENING PADA PT BANK NEGARA INDONESIA (PERSERO), TBK

Abstract

The purposes of this study are: 1. To describe the quality of service, customer satisfaction and loyalty at PT Bank Negara Indonesia (Persero), Tbk. 2. To determine the effect of service quality on customer satisfaction at PT Bank Negara Indonesia (Persero), Tbk. 3. To determine the effect of customer satisfaction on customer loyalty at PT Bank Negara Indonesia (Persero), Tbk. The types of data used are qualitative data and quantitative data. Sources of data used are primary data and secondary data. Data collection was carried out using questionnaires, interviews, and documentation. Test the research instrument used is the validity test and reliability test. Data analysis techniques used were normality test, qualitative descriptive analysis, and quantitative descriptive analysis.The results of this study can be summarized as follows: 1. Service quality is good, customer satisfaction is satisfied and customer loyalty is high. 2. There is a positive influence between service quality on customer satisfaction and there is a positive influence between customer satisfaction and customer loyalty. 3. There is a high correlation between service quality and customer satisfaction and there is a high correlation between customer satisfaction and customer loyalty. The level up customer satisfaction can be explained by service quality and the level up customer loyalty can be explained by customer satisfaction. 4. If H₀ is rejected, meaning that service quality has a positive and significant effect on customer loyalty with customer satisfaction as intervening variable at PT Bank Negara Indonesia (Persero), Tbk..