Pengaruh Service Quality dan Customer Experience terhadap Loyalitas Nasabah Bank di Jakarta: Trust sebagai Variabel Mediasi
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Abstract
The purpose of this research is to verify whether: 1) service quality and customer experience can affect customer loyalty; 2) service quality and customer experience can affect the trust of customers; 3) customer trust can affect customer loyalty; 4) trust can mediate the effect of service quality and customer experience on customer loyalty. The sample was selected using a convenience sampling method with 151 respondents from of private bank in Jakarta. Data processing technique using structural equation modeling and calculated with application SmartPLS 3.3.0. The result of this research shows that: 1) service quality and customer experience have a positive effect on customer loyalty; 2) service quality and customer experience have a positive effect on customer trust; 3) customer trust has a positive effect on customer loyalty; 4) trust can positively mediate service quality and customer experience on customer loyalty.
Tujuan dari penelitian ini adalah untuk menguji apakah: 1) kualitas layanan dan pengalaman nasabah dapat mempengaruhi loyalitas nasabah; 2) kualitas layanan dan pengalaman nasabah dapat mempengaruhi kepercayaan nasabah; 3) kepercayaan nasabah dapat mempengaruhi loyalitas nasabah; 4) kepercayaan nasabah dapat memediasi pengaruh kualitas layanan dan pengalaman nasabah terhadap loyalitas nasabah. Sampel dipilih dengan metode convenience sampling berjumlah 151 responden yang merupakan nasabah salah satu bank swasta di Jakarta. Teknik pengolahan data menggunakan model persamaan struktural yang dikalkulasi dengan aplikasi SmartPLS 3.3.0. Hasil penelitian menunjukkan bahwa: 1) kualitas layanan dan pengalaman nasabah memiliki pengaruh yang positif terhadap loyalitas nasbah; 2) kualitas layanan dan pengalaman nasabah memiliki pengaruh yang positif terhadap kepercayaan nasabah; 3) kepercayaan nasabah memiliki pengaruh yang positif terhadap loyalitas nasabah; 4) kepercayaan nasabah dapat memediasi secara positif terhadap efek kualitas layanan dan pengalaman nasabah terhadap loyalitas nasabah.
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