The Effect of Service Quality and Promotions on Customer Satisfaction which Has an Impact on Customer Loyalty at Bank Permata Bintaro Tower III
DOI:
https://doi.org/10.55352/a66n8084Keywords:
Quality of Service, Promotion, Customer Satisfaction, Customer LoyaltyAbstract
This study aims to analyze and prove "The Effect of Service Quality and Promotion on Customer Satisfaction Which Has An Impact On Customer Loyalty At Bank Permata Bintaro Tower III". The research method used in this study was by determining accidental sampling of 160 respondents, and the data analysis methods used were validity test, reliability test, classical assumption test, regression test, determination coefficient test, hypothesis test, path analysis, sobel test. Based on the results of the study, the following findings were obtained: the quality of service has a positive and significant effect on customer satisfaction at Bank Permata Bintaro Tower III. This can be shown by a t-count value of 40.788 and a significance value of 0.000. The promotion has proven to have a positive and significant effect on customer satisfaction at Bank Permata Bintaro Tower III. This can be shown a t-count value of 12.621 and a significance value of 0.000. The quality of service and promotion has proven to have a positive and significant effect on customer satisfaction at Bank Permata Bintaro Tower III. This can be shown an f-count value of 861.441 and a significance value of 0.000. The quality of service has proven to have a positive and significant effect on customer loyalty at Bank Permata Bintaro Tower III. This can be shown a t-count value of 19.272 and a significance value of 0.000. The promotion has proven to have a positive and significant effect on customer loyalty at Bank Permata Bintaro Tower III. This can be shown a t-count value of 12.111 and a significance value of 0.000. Customer satisfaction has proven to have a positive and significant effect on customer loyalty at Bank Permata Bintaro Tower III. This can be shown a t-count value of 23.430 and a significance value of 0.000. The quality of service and promotion has proven to have a positive and significant effect on customer satisfaction together with the effect on customer loyalty at Bank Permata Bintaro Tower III. This can be shown an f-count value of 191.993 and a significance value of 0.000. The quality of service has proven to have a positive and significant effect on customer loyalty through customer satisfaction at Bank Permata Bintaro Tower III. This can be shown as a one-tailed probability value of 0.0 < 0.05. Promotion has proven to have a positive and significant effect on customer loyalty through customer satisfaction at Bank Permata Bintaro Tower III. This can be shown a one-tailed probabilty value of 0.00229979<0.05.
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