Analisis Kualitas Pelayanan Terhadap Kepuasan Serta Dampaknya Pada Loyalitas Nasabah PT. Askrindo Cabang Bandung

Abstract

This study aims to determine the condition of Service Quality, Consumer Satisfaction and Loyalty and to find the major influence of Service Quality on Consumer Satisfaction and its Impact on Customer Loyalty of PT. Askrindo Bandung Branch. The method used in this research is descriptive and verification with a quantitative approach. The population used in this research is PT. Askrindo, totaling 98 respondents, used techniques which included validity and reliability tests, classic assumption tests (normality tests), path analysis, sobel analysis, and t tests. Based on the results of the study, it was found that service quality has a direct positive and significant effect on customer satisfaction. Service quality has a positive and significant direct effect on loyalty. Consumer satisfaction has a positive and significant direct effect on loyalty, based on the results of the study that companies that provide the best and quality service immediately feel the benefits provided so that consumers can judge that the quality of service provided by the company provides satisfaction so that it will increase customer loyalty.