Pengaruh Kualitas Pelayanan Terhadap Loyalitas dengan Kepercayaan dan Kepuasan Sebagai Variabel Mediator Bank Syariah di Ponorogo
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Abstract
This study tested the effect of service quality on sharia bank customer loyalty in Ponorogo mediated by customer trust and satisfaction. During the covid-19 pandemic, many customers withdraw their money in sharia banks and conventional banks. The novelty of this research in the form of trust and satisfaction that is used as a mediator variable between the quality of service and customer loyalty, similar research has never been done. This research is quantitative with structural equation modelling method, with a total of 60 samples consisting of teachers at Pondok Modern Darussalam Gontor campus 2 Madusari Ponorogo. The findings in this study shows that the service quality has a positive effect on trust and satisfaction, satisfaction is a mediator between the service quality and loyalty, while trust is not a mediator variable between the service quality and the loyalty of customers in sharia banking. Further research is expected to further examine the role of customer satisfaction in maintaining the loyalty of sharia bank customers.
Penelitian ini menguji pengaruh kualitas layanan terhadap loyalitas nasabah bank syariah di Ponorogo yang dimediasi oleh kepercayaan dan kepuasan nasabah. Pada masa pandemi covid-19 nasabah banyak yang menarik uangnya di bank syariah maupun bank konvensional. Kebaruan dari penelitian ini berupa kepercayaan dan kepuasan yang dijadikan sebagai variabel mediator antara kualitas layanan dan loyalitas nasabah, penelitian serupa belum pernah dilakukan. Penelitian ini berjenis kuantitatif dengan metode structural equation modelling, dengan jumlah sampel sebanyak 60 yang terdiri dari guru pada Pondok Modern Darussalam Gontor kampus 2 Madusari Ponorogo. Temuan pada penelitian ini menunjukkan bahwa kualitas layanan berpengaruh positif pada kepercayaan dan kepuasan, kepuasan merupakan media antara kualitas layanan dan loyalitas, sedangkan kepercayaan bukan merupakan variabel mediasi antara kualitas layanan dan loyalitas nasabah bank syariah. Penelitian selanjutnya diharpkan meneliti lebih jauh peranan kepuasan nasabah dalam menjaga loyalitas nasabah bank syariah.
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