Pengaruh Kualitas Pelayanan dan Kualitas Produk BSI Griya terhadap Loyalitas Nasabah Melalui Kepuasan Nasabah Bank Syariah Indonesia Capem Iskandar Muda di Kota Medan

Abstract

This study aims to determine and analyze the direct effect of service quality and product quality of BSI Griya on customer satisfaction and customer loyalty; customer satisfaction on customer loyalty; the effect of service quality and product quality of BSI Griya on customer loyalty through customer satisfaction as an intervening variable on BSI Capem Iskandar Muda customers in Medan City. This type of research is associative research with a quantitative analysis approach. The population and sample in the study amounted to 121 customers, using saturated sampling techniques. The data collection methods used are questionnaires, interviews and documentation studies, while the types and sources of data use primary data and secondary data. The data analysis method uses descriptive statistical analysis and Structural Equation Modeling Partial Least Squares (SEM-PLS). The results of this study indicate that service quality has a positive and significant effect on customer satisfaction, BSI Griya product quality has a positive and significant effect on customer satisfaction, service quality has a positive and insignificant effect on customer loyalty, BSI Griya product quality has a positive and insignificant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, customer satisfaction is able to significantly mediate the effect of service quality on customer loyalty, and customer satisfaction is able to significantly mediate the effect of BSI Griya product quality on customer loyalty.