Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh perceived value terhadap affective loyalty dan behavioral loyalty melalui customer satisfaction sebagai variabel pemediasi pada pengguna credit card co-branding bank aceh syariah. sampel penelitian sebanyak 159 orang karyawan bank tersebut yang diambil secara purposive sampling. pengumpulan data menggunakan kuesioner dan selanjutnya data dianalisis dengan menggunakan peralatan statistik analisis jalur. penelitian menemukan bahwa perceived value berpengaruh positif dan signifikan terhadap affective loyality dan behavioral loyality pengguna kartu kredit co-branding bank aceh. perceived value berpengaruh positif dan signifikan terhadap customer satisfaction pengguna kartu kredit co-branding bank aceh. customer satisfaction berpengaruh positif dan signifikan terhadap affective loyalty dan behavioral loyality pengguna kartu kredit co-branding bank aceh. efek mediasi customer satisfaction dalam memediasi pengaruh perceived value terhadap affective loyalty dan behavioral loyalty adalah mediasi parsial. kata kunci: affective loyalty, behavioral loyalty, customer satisfaction and perceived value. abstract this study aims to analyze the effect of perceived value on affective loyalty and behavioral loyalty through customer satisfaction as a mediating variable for users of the co-branding credit card of bank aceh syariah. the research sample of 159 bank employees was taken by purposive sampling. data collection uses a questionnaire and then the data is analyzed using statistical path analysis tools. the study found that perceived value has a positive and significant effect on affective loyalty and behavioral loyalty of bank aceh co-branding credit card users. perceived value has a positive and significant effect on customer satisfaction of bank aceh's co-branding credit card users. customer satisfaction has a positive and significant effect on affective loyalty and behavioral loyalty of bank aceh co-branding credit card users. the mediating effect of customer satisfaction in mediating the influence of the perceived value on affective loyalty and behavioral loyalty is partial mediation. keyword: affective loyalty, behavioral loyalty, customer satisfaction and perceived value.