CITRA PERUSAHAAN SEBAGAI MODERASI PADA KUALITAS PELAYANAN TERHADAP LOYALITAS

Authors

  • Frans Sudirjo Universtitas 17 Agustus 1945 Semarang, Indonesia
  • Muhamad Risal Tawil Politeknik Baubau
  • Ridho Muhammad STIE Harapan Bangsa Bandung
  • Syamsul Syamsul Universitas Ichsan Gorontalo

DOI:

https://doi.org/10.29040/jie.v7i2.9614

Abstract

Menjaga nasabah bank agar tetap loyal terhadap layanan bank, manajemen bank perlu memperhatikan kualitas layanan yang diberikan. Loyalitas pelanggan telah menjadi perhatian abadi baik bisnis maupun akademisi yang mencerminkan sikap positif pelanggan terhadap organisasi. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan terhadap loyalitas dengan citra perusahaan sebagai moderasi. Populasi dalam penelitian terdiri dari 200 nasabah bank di Kota Semarang, Baubau, Bandung dan Gorontalo. Tehnik pengambilan sample menggunakan purposive sampling. Tehnik analisis menggunakan software Smart PLS. Hasil peneletian telah membuktikan bahwa kualitas pelayanan berpengaruh terhadap loyalitas. Citra perusahaan sebagai moderasi mampu memoderasi kualitas pelayanan terhadap loyalitas. Kata Kunci: Loyalis, Kualitas Pelayanan, Citra Perusahaan

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Published

2023-07-12

How to Cite

Sudirjo, F., Risal Tawil, M., Muhammad, R., & Syamsul, S. (2023). CITRA PERUSAHAAN SEBAGAI MODERASI PADA KUALITAS PELAYANAN TERHADAP LOYALITAS. JURNAL ILMIAH EDUNOMIKA, 7(2). https://doi.org/10.29040/jie.v7i2.9614

Issue

Vol. 7 No. 2 (2023): EDUNOMIKA

Section

Articles

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