ANALISIS PENGARUH KUALITAS LAYANAN DAN PERSEPSI MANFAAT TERHADAP KEPUASAN NASABAH DAN PENGARUHNYA TERHADAP LOYALITAS (Studi Kasus Pada Nasabah Bank BRI Cabang Blora)

Abstract

The purpose of this research is to test the influences service quality and perceived usefulness on customer satisfaction and its impact on customer loyalty. The research problem is how to increase customer loyalty through service quality and brand perception mediated customer satisfaction. The samples size of this research is 103customers Bank BRI Blora branches.. Structural Equation Modeling (SEM) was run by AMOS software was used to analyze the data, analysis showed that the perception of service quality and benefits significantly influence customer satisfaction in improving customer loyalty. The empirical findings indicate that the effect of service quality on customer satisfaction value CR 3,606 > 1,96 and P 0,000 < 0,05; perception of the benefits of an effect on customer satisfaction CR 22,393 > 1,96 and P 0,017 < 0,05; the quality of service has no direct influence on customer loyalty CR -0,252 < 1,96 and P 0,801 > 0,05; perceptions of benefits has no direct influence on customer loyalty nilai CR 0.116 < 1,96 and P 0,907 > 0,05 and customer satisfaction impact on customer loyalty CR 3,105 > 1,96 and P 0,002 < 0,05.