ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI PEMODERASI (Studi Kasus Pada Pelanggan PT BPR Balongpanggang Sentosa cabang Mojokerto)

NELLY EKA SAFITRI, NELLY EKA SAFITRI (2019) ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI PEMODERASI (Studi Kasus Pada Pelanggan PT BPR Balongpanggang Sentosa cabang Mojokerto). Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Safitri, Eka Nelly, 2018. Analysis of the Effect of Service Quality on Customer Loyalty with Customer Satisfaction as Moderating Case Study on Customers of PT BPR Balongpanggang Sentosa Mojokerto branch ". Thesis / final project, Marketing Management study program, Economic Faculty, Majapahit Islamic University (UNIM). Advisor I: Eny Setyariningsih, SE., MM Supervisor II: Rika Dwi Harsasi, SE., M.SM The purpose of this study was to determine the quality of service to customer loyalty PT BPR Balongpanggang Sentosa Mojokerto Branch to determine the extent of the role of customer satisfaction as a moderator in explaining the effect of service quality on customer loyalty PT BPR Balongpanggang Sentosa Mojokerto Branch. The population of this study were customers of PT BPR Balongpanggang Sentosa in Mojokerto branch who had used the services of PT BPR. The sample of this study was taken as many as 276 respondents of PT BPR Balongpanggang Sentosa customers from the Mojokerto branch. The sampling technique used is purposive sampling technique with criteria. Data processing techniques using the Regression Analysis Moderator Test (MRA) which is preceded by the content validity test using a ratio of correlation / r count with rtable as a criterion and reliability test using cronbach alpha. Validity and reliability tests show that the instruments used are valid and reliable. This technique is used to determine the effect of interaction between service quality variables on customer loyalty and customer satisfaction as a moderating variable. Hypothesis testing is carried out using the SPSS version 22.0 program to test the causality relationship in the proposed structural model. Based on structural model analysis that examines the effect of service quality on customer loyalty PT BPR Balongpanggang Sentosa Mojokerto Branch and to find out the extent of the role of customer satisfaction as a moderator in explaining the influence of service quality on customer loyalty of PT BPR Balongpanggang Sentosa Mojokerto Branch, it can be concluded that service quality influences towards customer loyalty. This means that the quality of service will positively influence customer loyalty. To influence customer satisfaction as moderating customer loyalty, it can be concluded that it has a positive effect. This means that satisfaction moderates the influence of service quality on customer loyalty. Keywords: Service Quality, Customer Satisfaction, Customer Loyalty

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