PENGARUH IKATAN SOSIAL TERHADAP LOYALITAS NASABAH DENGAN KEPERCAYAAN NASABAH SEBAGAI VARIABEL MODERASI

Abstract

The present research intends to identify and analyze the effects of social bonding on customers loyalty, and analyze the effects of social bonding on customers loyalty with customer trust as a moderating variable. Population is the all customer product deposit of the Bank Sultra Branch Konawe, with a total sample of 100 respondents. Respondents were taken by convenience sampling method. Data is obtained by the questionnaire method. The data is then analyzed by structural equation modeling method using AMOS software version 24.0. Results reveal that; Social bonding has a significant effect on customer loyalty; and customer trust moderates the effect of social bonding on customer loyalty, with a position as a quasi moderator.