Pengaruh Service Quality Terhadap Loyalitas Nasabah PT Bank Mandiri Cabang Bigmall Samarinda Dengan Brand Trust Sebagai Variabel Intervening

Lula, Hafishoh Rona and Eka, Yudhyani and Akhmad, Al Aidhi (2023) Pengaruh Service Quality Terhadap Loyalitas Nasabah PT Bank Mandiri Cabang Bigmall Samarinda Dengan Brand Trust Sebagai Variabel Intervening. Jurnal Manajemen dan Akuntansi, 12 (3).

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Abstract

The aims of this study is to determine wheter: 1). To find out and analyze the effect of service quality on brand trust at PT Bank Mandiri Bigmall Samarinda Branch. 2). To find out and analyze the effect of service quality on customer loyalty at PT Bank Mandiri Bigmall Samarinda Branch. 3). To find out and analyze the effect of brand trust on customer loyalty at PT Bank Mandiri Bigmall Samarinda Branch. 4). To find out and analyze the effect of service quality on customer loyalty PT Bank Mandiri Bigmall Samarinda Branch through brand trust. The grand theories used is Marketing Management, especially about service quality, customer loyalty, and brand trust. The population in this study were customers of PT Bank Mandiri Bigmall Samarinda Branch, totaling 70 respondents. The sampling technique used in this study is purposive sampling or sampling based on certain characteristics. In collecting data, the researcher distributed questionnaires to the customers through the Google Form. The analytical tool used in this research is SEM-PLS. The results of this research shows that: 1). Service quality has a positive and significant impact on brand trust. 2). Service quality has a positive and significant effect on loyalty. 3). Brand trust has a positive and significant effect on loyalty. 4). Service quality has a positive and significant effect on customer loyalty through brand trust

Item Type:	Article
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Program Studi Manajemen
Depositing User:	Dr Eka Yudhyani S.E.,M.Si
Date Deposited:	04 Apr 2024 03:55
Last Modified:	04 Apr 2024 03:55
URI:	http://repository.untag-smd.ac.id/id/eprint/643

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