Pengaruh Service Quality dan Customer Trust Terhadap Customer Loyalty Melalui Satisfaction Sebagai Variabel Mediasi (Studi pada Nasabah Agen BRILink)

The Effect of Service Quality and Customer Trust on Customer Loyalty Through Satisfaction as Mediation Variables (Studies on BRILink Agent Customers)

PT. Bank Rakyat Indonesia (Persero) Tbk telah ditunjuk sebagai mitra strategi pemerintah dan memiliki peran khusus untuk menjangkau masyarakat yang belum tersentuh akses perbankan. Namun berbanding terbalik agen BRILink merupakan agen perbankan BUMN yang memiliki banyaknya kasus penipuan. Penelitian ini bertujuan untuk mengetahui pengaruh service quality dan customer trust terhadap customer loyalty melalui satisfaction sebagai variabel mediasi pada nasabah Agen BRILink. Penelitian ini merupakan jenis penelitian kuantitaif dan menggunakan teknik non probability sampling dengan metode path analysis. Responden dalam penelitian ini adalah nasabah BRI yang berusia minimal 17 tahun dan pernah melakukan transaksi keuangan di agen BRILink minimal 2 kali dalam 6 bulan terakhir. Hasil penelitian menunjukkan bahwa terdapat pengaruh service quality dan customer trust terhadap customer loyalty melalui satisfaction sebagai variabel mediasi pada nasabah Agen BRILink.

PT. Bank Rakyat Indonesia (Persero) Tbk has been appointed as the government's strategic partner and has a special role to reach people who have not been touched by banking access. However, inversely, BRILink agents are state-owned banking agents who have had many cases of fraud. This study aims to determine the effect of service quality and customer trust on customer loyalty through satisfaction as a mediating variable for BRILink Agent customers. This research is a type of quantitative research and uses a non-probability sampling technique with the path analysis method. Respondents in this study were BRI customers who were at least 17 years old and had made financial transactions at BRILink agents at least 2 times in the last 6 months. The results of the study show that there is an effect of service quality and customer trust on customer loyalty through satisfaction as a mediating variable for BRILink Agent customers.