Pengaruh Experiential Marketing dan Kualitas Pelayanan terhadap Loyalitas Nasabah dengan Kepuasan Sebagai Variabel Intervening pada BMT di Kota Palembang
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Published:
Feb 15, 2021
Keywords:
Experiental Marketing, Kualitas Pelayanan, Kepuasan Nasabah, Loyalitas Nasabah
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh experiental marketing dan kualitas pelayanan terhadap loyalitas nasabah dengan kepuasan sebagai variabel intervining. Metode penelitian menggunakan pendekatan kuantitatif dengan objek penelitian pada BMT Insan Mulia Palembang, BMT Mitra Khazanah Palembang, dan BMT Tarbiyah Palembang. Data dikumpulkan dengan kuisioner dengan analisis deskriptif dan jalur. Penelitian ini menyimpulkan bahwa kualitas pelayanan berpengaruh terhadap variabel loyalitas nasabah dengan variabel kepuasan nasabah sebagai variabel intervening pada BMT di Kota Palembang berdasarkan nilai t hitung sebesar 2,511 lebih besar dari t tabel 1,985.
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How to Cite
[1]
“Pengaruh Experiential Marketing dan Kualitas Pelayanan terhadap Loyalitas Nasabah dengan Kepuasan Sebagai Variabel Intervening pada BMT di Kota Palembang”, intelektualita, vol. 10, no. 1, pp. 21–31, Feb. 2021, doi: 10.19109/intelektualita.v10i1.7903.
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How to Cite
[1]
“Pengaruh Experiential Marketing dan Kualitas Pelayanan terhadap Loyalitas Nasabah dengan Kepuasan Sebagai Variabel Intervening pada BMT di Kota Palembang”, intelektualita, vol. 10, no. 1, pp. 21–31, Feb. 2021, doi: 10.19109/intelektualita.v10i1.7903.
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Huang, Y.-Y., Li, S.-J., & Yang, M. M. (2011). How and when service quality and satisfaction simultaneously influence purchase intentions? Health Services Management Research, 24(3), 121–129.
Indrawati, A. (2011). Pengaruh Kualitas Layanan Lembaga Pendidikan terhadap Kepuasan Konsumen. Jurnal Ekonomi Bisnis, 16(1), 25–35.
Kassim, N., & Asiah Abdullah, N. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e‐commerce settings. Asia Pacific Journal of Marketing and Logistics, 22(3), 351–371. https://doi.org/10.1108/13555851011062269
Khotimah, K., & Chasanah, U. (2015). Analisis Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Mato Kopi. STIE Widya Wiwaha.
Kotler, P. (1997). Marketing management: Analysis, planning, implementation and control.
Norizan, M. K., & Salaheldin, I. (2009). Investigating the complex drivers of loyalty in e-commerce settings. Measuring Business Excellence, 13(1), 56–71.
Ou, W., Shih, C., Chen, C., & Wang, K. (2011). Relationships among customer loyalty programs, service quality, relationship quality and loyalty. Chinese Management Studies.
Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. 1988, 64(1), 12–40.
Prasetio, A. (2012). Pengaruh kualitas pelayanan dan harga terhadap kepuasan pelanggan. Management Analysis Journal, 1(1).
Sahadev, S., & Purani, K. (2008). Modelling the consequences of e‐service quality. Marketing Intelligence & Planning, 26(6), 605–620. https://doi.org/10.1108/02634500810902857
Saraswati, R. (2013). Pengaruh Experiential Marketing terhadap Loyalitas (Studi Pada Pelanggan Taman Indie Resto Malang). Jurnal Administrasi Bisnis, 6(1).
Tjiptono, F., & Chandra, G. (2011). Service Quality & Satifaction. Andi.
Tugimin, A. J., Saadan, R., Yusof, M. N., & Hasan, H. (2009). Perkaitan Persepsi Terhadap Organisasi Dengan Kepuasan Kerja Dalam Kalangan Guru Penolong Kanan Sekolah Menengah Negeri Melaka. Journal of Human Capital Development (JHCD), 2(1), 65–75.
Walker, A. G., Smither, J. W., & Waldman, D. A. (2008). A longitudinal examination of concomitant changes in team leadership and customer satisfaction. Personnel Psychology, 61(3), 547–577. https://doi.org/10.1111/j.1744-6570.2008.00122.x