Electronic Theses and Dissertation

ABSTRAK
Penelitian ini bertujuan untuk melihat pengaruh literasi dan kualitas pelayanan terhadap loyalitas nasabah melalui kepuasan nasabah sebagai variabel intervening pada Bank Aceh. Data dalam penelitian dikumpulkan melalui penyebaran kuesioner pada 80 responden yang dipilih berdasarkan teknik non probability sampling dengan pendekatan purposive sampling. Analisis jalur digunakan sebagai metode analisis dalam penelitian ini. Hasil penelitian menujukkan literasi dan kualitas pelayanan secara parsial berpengaruh positif dan signifikan terhadap kepuasan nasabah Bank Aceh. Kualitas pelayanan dan kepuasan nasabah secara parsial berpengaruh positif dan signifikan terhadap loyalitas nasabah. Di sisi lain, Literasi berpengaruh positif namun tidak signifikan terhadap loyalitas nasabah Bank Aceh. Pengaruh tidak langsung dengan mediasi penuh menunjukkan bahwa literasi berpengaruh positif dan signifikan terhadap loyalitas nasabah. Selain itu, kualitas pelayanan dengan mediasi parsial juga berpengaruh secara positif dan signifikan terhadap loyalitas nasabah Bank Aceh. Hendaknya Bank Aceh terus meningkatkan tingkat kepuasan nasabah dan kualitas pelayanan sehingga akan dapat meningkatkan loyalitas nasabah. Nasabah juga diharapkan meningkatkan literasi terkait perbankan Syariah sehingga akan memberi dampak yang baik bagi kepuasan nasabah sendiri.

Kata Kunci: literasi, kualitas pelayanan, kepuasan nasabah, loyalitas nasabah, analisis jalur.

ABSTRACT This study aims to analyze the effect of literacy and service quality on customer loyalty through customer satisfaction as an intervening variable at Bank Aceh. The data in this study were collected by distributing questionnaires to 80 respondents who were selected based on a non-probability sampling technique with a purposive sampling approach. Path analysis is used as an analytical method in this study. The results of the study show that literacy and service quality partially have a positive and significant effect on customer satisfaction at Bank Aceh. Service quality and customer satisfaction partially have a positive and significant effect on customer loyalty. On the other hand, literacy has a positive but not significant effect on customer loyalty at Bank Aceh. The indirect effect with full mediation shows that literacy has a positive and significant effect on customer loyalty. In addition, service quality through partial mediation also has a positive and significant effect on Bank Aceh customer loyalty. Bank Aceh should continue to increase the level of customer satisfaction and service quality so that it will be able to increase customer loyalty. Customers are also expected to increase literacy related to Sharia banking so that it will have a good impact on customer satisfaction itself. Keywords: literacy, service quality, customer satisfaction, customer loyalty, path analysis.