ANALISIS PERCEIVED QUALITY, PERCEIVED VALUE, SWITCHING COST DAN KEPUASAN SEBAGAI PEMBENTUK LOYALITAS NASABAH” (Studi nasabah di BRI Cabang Solo Slamet Riyadi)

Maya Trisna Dewi

Sari


Penelitian ini bertujuan untuk menganalisis: 1) pengaruh perceived value terhadap customer satisfaction, 2) pengaruh perceived quality terhadap customer satisfaction, 3) pengaruh customer satisfaction terhadap customer loyalty, 4) pengaruh customer satisfaction terhadap switching cost, 5) pengaruh switching cost terhadap customer loyalty. Penelitian ini dilakukan di BRI Cabang Solo Slamet Riyadi dengan menggunakan sampel sebanyak 110 responden. Metode sampel dengan purposive sampling. Hasil penelitian menunjukkan bahwa: 1) perceived value berpengaruh positif terhadap customer satisfaction, 2) perceived quality berpengaruh positif terhadap customer satisfaction, 3) customer satisfaction berpengaruh positif terhadap customer loyalty, 4) customer satisfaction berpengaruh positif terhadap switching cost, 5) switching cost berpengaruh positif terhadap customer loyalty.

Teks Lengkap:

51-74 (English)

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