Pengaruh Kualitas Pelayanan Dan Kepercayaan Terhadap Loyalitas Dengan Mediasi Komitmen
Abstract
Abstrak
Penelitian ini dimaksudkan untuk menganalisis pengaruh Kualitas Pelayanan dan Kepercayaan terhadap Loyalitas baik secara langsung maupun secara tidak langsung melalui Komitmen. Populasi penelitian adalah mahasiswa strata satu (S1) Prodi Manajemen yang masih aktif pada saat penelitian dilaksanakan. Adapun sampel penelitian berjumlah 300 orang yang ditentukan dengan menggunakan rumus slovin. Teknik yang digunakan adalah proportionated random sampling. Data penelitian diperoleh dengan melakukan distribusi angket terhadap responden dan dianalisis dengan menggunakan teknik analisis jalur. Hasil analisis data menunjukkan bahwa Kualitas Pelayanan dan Kepercayaan mempunyai pengaruh positif signifikan secara parsial terhadap Loyalitas. Komitmen sebagai variabel mediator dapat memediasi pengaruh Kualitas Pelayanan dan Kepercayaan terhadap Loyalitas. Meskipun demikian, tanpa mediasi Komitmen, Kualitas Pelayanan dan Kepercayaan mempunyai pengaruh langsung terhadap Loyalitas. Karena pengaruh tidak langsung Kualitas Pelayanan terhadap Loyalitas lebih besar daripada pengaruh langsungnya, maka Komitmen merupakan mediator yang kuat dalam pengaruh Kualitas Pelayanan terhadap Loyalitas.
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