Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh kualitas pelayanan dan social media marketing terhadap loyalitas nasabah yang dimediasi oleh kepuasan nassabah PT Bank Aceh Syariah. Pengumpulan data ini diperoleh melalui kuisioner google form sebagai instrumen pengumpulan data terhadap 184 responden. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan purposive sampling. Berdasarkan hasil analisis menunjukkan bahwa kualitas pelayanan berpengaruh positif terhadap kepuasan nasabah, social media marketing berpengaruh positif terhadap kepuasan nasabah, kualitas pelayanan berpengaruh positif terhadap loyalitas nasabah, social media marketing berpengaruh positif terhadap loyalitas nasabah, kepuasan dapat memediasi hubungan antara kualitas pelayanan terhadap loyalitas nasabah dan kepuasan dapat memediasi hubungan antara social media marketing terhadap loyalitas nasabah.

This study aims to examine the effect of service quality and social media marketing on customer loyalty mediated by customer satisfaction of PT Bank Aceh Syariah. This data collection was obtained through a google form questionnaire as a data collection instrument for 184 respondents. The sampling technique used in this study was non-probability sampling with purposive sampling. Based on the results of the analysis, it shows that service quality has a positive effect on customer satisfaction, social media marketing has a positive effect on customer satisfaction, service quality has a positive effect on customer loyalty, social media marketing has a positive effect on customer loyalty, satisfaction can mediate the relationship between service quality and customer loyalty and satisfaction can mediate the relationship between social media marketing and customer loyalty.