Pengaruh Kualitas Pelayanan dan Citra Koperasi terhadap Loyalitas melalui Kepuasan Anggota Koperasi sebagai Variabel Mediasi

Abstract

The purpose of this study was to determine the effect of service quality and cooperative image on member loyalty through satisfaction as a mediating variable. The population in this study were all members of the cooperative with a total of 95 members at KSU Sedana Masari in 2020 with a total sample of 95 respondents who were determined using the saturated sample method. Data was collected through observation, interviews, documentation, literature study, questionnaires. The data analysis technique used in this research is path analysis technique. Based on the results of the study, it can be seen that: Service Quality and Cooperative Image have a positive and significant effect on Cooperative Member Satisfaction at KSU Sedana Masari. Service Quality, Cooperative Image, and Member Satisfaction have a positive and significant impact on the Loyalty of Cooperative Members at KSU Sedana Masari. Service quality has a positive and significant effect on loyalty mediated by Cooperative Member Satisfaction at KSU Sedana Masari. Cooperative image has a positive and significant effect on loyalty mediated by Cooperative Member Satisfaction at KSU Sedana Masari.