PENGARUH PERSEPSI NILAI LAYANAN DAN KEPUASAN TERHADAP LOYALITAS PELANGGAN DI BANK PERKREDITAN RAKYAT

Mugiarti Mugiarti

Abstract


Penelitian ini bertujuan untuk menguji pengaruh persepsi nilai layanan dan kepuasan pelanggan terhadap loyalitas nasabah BPR.  Penelitian ini mengambil obyek penelitian pada Bank Perkreditan Rakyat yang berada di wilayah Banyumas Raya. Teknik pengambilan sampel menggunakan purposive sampling melalui kuesioner yang bersifat tertutup. Ukuran sampel penelitian adalah 200 responden. Teknik analisis yang dipergunakan  adalah SEM-AMOS. Temuan hasil penelitian menunjukkan pengaruh positif persepsi nilai layanan dan kepuasan pelanggan terhadap loyalitas pelanggan

Keywords


Persepsi Nilai Layanan; Kepuasan Pelanggan; loyalitas pelanggan

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DOI: http://dx.doi.org/10.35671/probisnis.v19i1.3299

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