PENGARUH KUALITAS LAYANAN, EXPERIENTAL MARKETING, DAN CITRA PERUSAHAAN TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Nasabah Bank Syariah Mandiri KCP Kaliurang)

Wifa Nurul Aulia, NIP. 16820082 (2020) PENGARUH KUALITAS LAYANAN, EXPERIENTAL MARKETING, DAN CITRA PERUSAHAAN TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Nasabah Bank Syariah Mandiri KCP Kaliurang). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA.

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	Text (PENGARUH KUALITAS LAYANAN, EXPERIENTAL MARKETING, DAN CITRA PERUSAHAAN TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Nasabah Bank Syariah Mandiri KCP Kaliurang)) 16820082_BAB II_S.D_SEBELUM_BAB_TERAKHIR.pdf - Published Version Restricted to Registered users only Download (13MB)

Abstract

This research aimed to determine the effect of the quality of services, experiential marketing, and corporate image on customer loyalty by using customer satisfaction as an intervening variable in Bank Syariah Mandiri KCP Kaliurang, Yogyakarta. The population in this study are customers of Bank Syariah Mandiri KCP Kaliurang with a sample size of 50 respondents. Sampling using purposive sampling method. The data in this study were obtained through a questionnaire. Analysis of the data used in this study was to test the validity, reliability test, the classic assumption test, descriptive analysis, and test path analysis with IBM SPSS 22. The results showed that the variable quality of services, experiential marketing, and corporate image have no effect on customer loyalty. Variable quality of services, experiential marketing, and corporate image positive and significant impact on satisfaction customer satisfaction nasabah. Variabel significant positive effect on customer loyalty variables in Bank Syariah Mandiri KCP Kaliurang. And customer satisfaction variables can mediate and significant positive effect on the variable quality of services, experiential marketing, and corporate image on customer loyalty in Bank Syariah Mandiri KCP Kaliurang.

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