Analisis Pengaruh Servqual, Kepuasan dan Kepercayaan Terhadap Loyalitas Nasabah Penguna Layanan Internet Banking dengan Menggunakan Metode Structural Equation Modelling (Studi Kasus : Bank “X”)

Rahmat Rahmat, Haryono Haryono
Submission Date: 2013-08-20 11:06:23
Accepted Date: 2013-09-20 17:25:40

Abstract


Perkembangan Electronic commerce semakin pesat  khususnya dalam dunia perbankan.  Lahirnya Internet Banking telah mengubah paradigma nasabah dalam melakukan transaksi perbankan.Paradigma tersebut tercipta karena dalam Internet Banking tidak ada interaksifisik antara pihak Bank dengan nasabah.Sehingga aspek kepercayaan nasabah memegang peranan penting. Penelitian ini mengkaji dan menganalisis pengaruh hubungan antara SERVQUAL terhadap Kepuasan, Kepuasan terhadap Kepercayaan,Kepuasan terhadap Loyalitas dan Kepercayaan terhadap Loyalitas serta pengaruhvariabel Kepercayaan sebagai variabel moderating. Analisis yang digunakanadalah structural equation modelling.Dari hasil analisis yang diperoleh SERVQUAL berpengaruhsinifikan terhadap Kepuasan nasabah, Kepuasan yangberpengaruh signifikanterhadap Kepercayaan dan Kepercayaan berpengaruh signifikan terhadap Loyalitas.Namun Kepuasan tidak berpengaruh terhadap Loyalitas.Hasil analisis menunjukkan variabel interaksiberpengaruh signifikan sehinggavariabel Kepercayaan merupakan variabelmoderatingyang mempengaruhi  hubungan antara Kepuasan dan Loyalitas nasabah.

Keywords


internet banking; kepercayaan; loyalitas; structural equation modelling

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