Title ANALISIS CUSTOMER LOYALTY MELALUI SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION PADA NASABAH ASURANSI PT. PRUDENTIAL DI KOTA JAMBI
Edition
Call Number 658.1 Diw a
ISBN/ISSN
Author(s) Victor Diwantara - Personal Name
Subject(s)
Classification 658.1
Series Title
GMD Text
Language Indonesia
Publisher Universitas Jambi
Publishing Year 2020
Publishing Place Jambi
Collation
Abstract/Notes ABSTRAK

Penelitian ini bertujuan untuk menjelaskan pengaruh service qualityterhadap customer satisfactiondan customer loyalty, serta untuk menjelaskan pengaruh customer satisfaction terhadapcustomer loyalty. Populasi dalam penelitian ini adalah nasabah asuransi Prudential yang bersifat perorangan/individual yang berjumlah 233 nasabahpada 2018. Dikarenakan penelitian ini menggunakan metode Structural Equation Model(SEM) yang membutuhkan sampel yang besar, oleh karena itu maka penentuan jumlah sampel yang digunakan adalah metode sensus, artinya semua populasi dijadikan sampel yaitu sebanyak 233nasabah.Pendekatan dalam penelitian ini menggunakan pendekatan kuantitatif dengan metode survey dan menggunakan analisis data Partial Least Square (PLS). Namun sebelum analisis, terlebih dahulu dilakukan uji outer model melalui uji validitas dan reliabilitas. Selanjutnya melakukan uji Inner Model melalui uji R-Square (Coefficient of determination), dan F-Square (f2 effect size).Hasil penelitian menunjukkan bahwaservice quality memiliki pengaruh terhadap customer satisfaction dan customer loyalty, begitu customer satisfaction juga memiliki pengaruh terhadap customer loyalty.Hal ini menjelaskan bahwasanya jika perusahaan mampu menerapkan kualitas pelayanan dengan baik kepada nasabahnya, maka akan menimbulkan suatu kepuasan bagi nasabahnya. Jika kepuasannya sudah meningkat, maka nasabahpun akan menaikan loyalitasnya kepada perusahaan.

Kata Kunci: Service quality,Customer Satisfaction dan Customer Loyalty.














ABSTRACT

This study aims to explain the effect of service quality on customer satisfaction and customer loyalty, and to explain the effect of customer satisfaction on customer loyalty. The population in this study is individual Prudential insurance customers, amounting to 233 customers in 2018. Because this study uses the Structural Equation Model (SEM) method that requires large samples, therefore the determination of the number of samples used is the census method, it means that all populations are sampled as many as 233 customers. The approach in this study uses a quantitative approach to the survey method and uses Partial Least Square (PLS) data analysis. But before the analysis, the outer model test is first performed through the validity and reliability test. Next, the Inner Model test will be conducted through the R-Square (Coefficient of determination) and F-Square (f2 effect size) tests. The results showed that service quality has an influence on customer satisfaction and customer loyalty, so customer satisfaction also has an influence on customer loyalty. This explains that if the company is able to apply good service quality to its customers, it will cause a satisfaction for its customers. If satisfaction has increased, then the customer will increase his loyalty to the company.

Keywords: Service quality, Customer Satisfaction, andCustomer Loyalty.
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