KEPUASAN MEMEDIASI PENGARUH KUALITAS PRODUK DAN LAYANAN TERHADAP LOYALITAS NASABAH

Abstract

Currently, loyalty has become the central issue for the banking business because it can influence the existence of
the organization in the future and it can make customers conduct re-purchases. Product quality, service quality
and even customer satisfaction is one of the criteria in order to gain customer loyalty. The purpose of this
research is to find out the influence of product quality and service quality which is mediated by the satisfaction
to the customer loyalty. The respondents are all customers of PT Bank Mayapada Cabang Darmo Surabaya. The
sample collection technique is based on coincidence and the samples are 100 bank customers. The analysis
technique has been done by using path analysis. The result of the test shows that product quality and service
quality have significant and direct influence to the loyal customers of Bank Mayapada Cabang Darmo Surabaya.
When it is mediated by the customer satisfaction, product quality and service quality, these variables have an
influence to the customer loyalty. This result reflects that product quality and service quality can have direct and
indirect influence (mediated) by the customer satisfaction to the customer loyalty of Bank Mayapada Cabang
Darmo Surabaya.

Keywords: Product Quality, Service Quality, Satisfaction and Customers’ Loyalty.