Pengaruh Kualitas Pelayanan dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan M-Banking Livin By Mandiri di Kabupaten Karangasem

Abstrak

The purpose of this research is to see the effect of service quality and customer satisfaction on customer loyalty of M-Banking Livin Mandiri in Karangsem Regency, either simultaneously or partially. In this study, the sample size was 100 participants, and the selection method was a targeted selection procedure. The collection procedure is used to collect data. The data analysis technique assessed in this research used multiple regression analysis. According to the findings of this research (1), service quality has a significant positive impact of 11.3% on customer loyalty. (2) customer satisfaction has a large positive impact on customer loyalty, with a level of 15.7%. (3) Customer loyalty is influenced by 74.0% by service quality and customer satisfaction and other variables by 26.0%.