PENGARUH KUALITAS LAYANAN, PERSEPSI NILAI YANG DIRASAKAN DAN PENGALAMAN TERHADAP KEPUASAN DIMEDIASI RASA PERCAYA

Wevi Nugraha, Adi Indrayanto, Lusi Suwandari

Abstract


Penelitian ini bertujuan untuk meneliti pengaruh kualitas layanan, persepsi nilai dan pengalaman konsumen terhadap kepuasan konsumen dimediasi rasa percaya. Survey dalam penelitian ini dilakukan dengan teknik non probability sampling terhadap jumlah sampel sebanyak 101 yang diambil melalui kuisioner google form. Responden dalam penelitian ini adalah nasabah bank BTN kantor cabang Purwokerto. Metode penelitian menggunakan pendekatan kuantitatif dengan uji hipotesis menggunakan teknik analisis regresi linier. Hasil penelitian ini menunjukkan adanya pengaruh langsung yang positif dan signifikan dari variabel bebas terhadap variabel terikat, serta variabel rasa percaya mampu memediasi pengaruh semua variabel bebas tersebut terhadap variabel terikat secara positif dan signifikan. Variabel persepsi nilai memiliki pengaruh langsung paling tinggi dari variabel bebas lainnya, sementara jika dilihat dari alur mediasinya variabel kualitas layanan memiliki pengaruh yang lebih tinggi dibandingkan alur mediasi terhadap variabel bebas lainnya.

 


Keywords


Kualitas Layanan, Persepsi Nilai, Pengalaman Konsumen, Rasa Percaya, Kepuasan Konsumen

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DOI: https://doi.org/10.32424/jeba.v24i1.3004

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