Peran Customer Satisfaction Sebagai Variabel Pemediasi Antara Perceived Value dengan Affective Loyalty dan Behavioral Loyalty

Mujiburrahman Mujiburrahman

doi:10.22373/ekobis.v1i1.9991

Peran Customer Satisfaction Sebagai Variabel Pemediasi Antara Perceived Value dengan Affective Loyalty dan Behavioral Loyalty

Mujiburrahman Mujiburrahman

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh perceived value terhadap affective loyalty dan behavioral loyalty melalui customer satisfaction sebagai variabel pemediasi pada pengguna credit card co-branding Bank Aceh Syariah. Sampel penelitian sebanyak 159 orang karyawan bank tersebut yang diambil secara purposive sampling. Pengumpulan data menggunakan kuesioner dan selanjutnya data dianalisis dengan menggunakan peralatan statistik analisis jalur. Penelitian menemukan bahwa perceived value berpengaruh positif dan signifikan terhadap affective loyality dan behavioral loyality pengguna kartu kredit co-branding Bank Aceh. Perceived value berpengaruh positif dan signifikan terhadap customer satisfaction pengguna kartu kredit co-branding Bank Aceh. Customer satisfaction berpengaruh positif dan signifikan terhadap affective loyalty dan behavioral loyality pengguna kartu kredit co-branding Bank Aceh. Efek mediasi customer satisfaction dalam memediasi pengaruh Perceived Value Terhadap Affective Loyalty dan Behavioral Loyalty adalah mediasi parsial.

Keywords

Affective Loyalty, Behavioral Loyalty

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DOI: http://dx.doi.org/10.22373/ekobis.v1i1.9991