Pengaruh Servicescape Terhadap Loyalitas Dengan Kepuasan Anggota Sebagai Variabel Mediasi

Studi Pada Koperasi Pinang Sari di Abiansemal Badung

Abstract

The purpose of this study was to determine the effect of servicescape and satisfaction on loyalty and the role of satisfaction in mediating the effect of servicescape on loyalty. This research was conducted at the Pinang Sari Cooperative in Abiansemal Badung. Questionnaires that have been tested for validity and reliability were given to 83 respondents. Data collection techniques are observation, interviews, documentation, literature and questionnaires. While the data analysis techniques are path analysis and sobel test. The test results show that Servicescape has a positive and significant effect on satisfaction seen from the t value of 8.096 and sig 0.00. Member satisfaction has a positive and significant effect on loyalty seen from the t value of 7,814 with sig 0,000. Servicescape has a positive and significant effect on lloyalty seen from the t value of 3.670 with sig 0.000. Member satisfaction is able to mediate the influence of Servicescape on Loyalty seen from the calculated z value that is greater than z table 5,590> 1.98.