Pengaruh Kualitas Layanan Terhadap Kepuasan Dan Loyalitas Nasabah Lembaga Perkreditan Desa (LPD) Desa Adat Mengening Kabupaten Badung

Abstract

Forming a customer that is loyal with the products and service provided is one of the keys to winning market competition. The aim of this research is to know the effect of service quality on stratification and loyalty on Lembaga Perkreditan Desa (LPD) Desa Adat Mengening, Badung Regency. Sample determination from 850 population respondents using Slovin Formula and defined 90 respondents by using proportional stratified random sampling technique. The result of this research showed that the hypotheses are supported : (1) service quality has positive and significant impact on customer loyalty, (2) service quality has positive and significant impact on customer satisfaction, (3) customer satisfaction has positive and significant impact on customer loyalty, and (4) customer satisfaction has. positive and significant impact on customer loyalty through customer satisfaction. Based on the research results, it is suggested to improve service quality so that customer satisfaction and customer loyalty in the LPD Desa Adat Mengening will increase.