Pengaruh Kualitas Layanan Terhadap Kepuasan Dan Loyalitas Nasabah Unit Simpan – Pinjam Bumdes Dana Merta Desa Tangkup Kabupaten Karangasem

Abstract

Service quality plays a very important role for the sustainability of a company, especially service companies such as Village-Owned Enterprises (BUMDes) Dana Merta in Karangasem Regency, Bali which is engaged in savings and loan business. The purpose of this study was to determine the effect of service quality on customer satisfaction and loyalty of BUMDesa Dana Merta savings and loans unit. The data collection method in this study used a questionnaire aimed at 162 respondents for further analysis using validity tests, reliability tests and path analysis. From the results of data analysis, the answers to the problems posed were obtained, namely (1) service quality has a positive and significant effect on customer loyalty, (2) service quality has a positive and significant effect on customer satisfaction, (3) customer satisfaction has a positive and significant effect on customer loyalty. , and (4) satisfaction mediates the effect of service quality on the loyalty of BUMDes Dana Merta savings and loan customers.