PENGARUH KUALITAS PELAYANAN DAN KEPERCAYAAN TERHADAP LOYALITAS MELALUI KEPUASAN SEBAGAI VARIABEL INTERVENING PADA ANGGOTA KOPERASI CREDIT UNION JEMBATAN KASIH TANJUNGPINANG

Abstrak

This study aims to determine the effect of service quality, trust and satisfaction partially on loyalty, the influence of service quality and partial trust on satisfaction, the effect of service quality on loyalty through satisfaction and the influence of trust on loyalty through satisfaction. This research is categorized as 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 members of the Credit Union cooperative at the Kasih Tanjungpinang Bridge. The sampling technique used was simple random sampling and used the Slovin formula for determining the sample. The sample used in this study amounted to 93 respondents. The collected data was tested and analyzed using the IBM SPSS Statistics 25 program. Data analysis methods used in this study were descriptive statistical tests, data quality tests, classic assumption tests, path analysis and hypothesis testing. Based on the results of this study it is known that service quality partially has a significant effect on loyalty, trust and satisfaction partially has a significant effect on loyalty, service quality and trust partially have a significant effect on satisfaction. Path analysis test explains that satisfaction can be a variable that mediates between service quality to loyalty and satisfaction can be a variable that mediates between trust in loyalty.