PENGARUH KUALITAS PELAYANAN, NILAI PELANGGAN, DAN CITRA PERUSAHAAN TERHADAP LOYALITAS NASABAH MELALUI KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA MAHASISWA UNIVERSITAS MARITIM RAJA ALI HAJI PRODI MANAJEMEN YANG MENGGUNAKAN BANK BRI)

Abstrak

This study aims to determine the effect of Service Quality, Customer Value, and Company Image on Customer Loyalty through Customer Satisfaction as an Intervening Variable in Raja Ali Haji Maritime University Students whose Management Study Program uses BRI Bank. This research is a quantitative research because it uses a questionnaire as a research instrument which is the primary data in this study. The population in this study were students of the Raja Ali Haji Maritime University Management Study Program in Tanjungpinang. The sampling technique used in this study was random sampling using an ordinal scale. The number of samples used in this study were 75 respondents. The collected data was tested and analyzed using the IBM SPSS Statistic 21 program. The data analysis methods used in this study were Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Hypothesis Testing, and Path Analysis Test. Based on the results of this study, it is known that service quality, customer value, company image, and customer satisfaction have a significant effect on customer loyalty. Service quality, customer value, and company image have a significant effect on customer satisfaction. Customer satisfaction cannot mediate the effect of service quality, customer value, and corporate image on customer loyalty at Bank BRI