ANALISIS JALUR DALAM FUNGSI PELAYANAN TERHADAP LOYALITAS NASABAH DENGAN PURNA-PELAYANAN SEBAGAI VARIABEL INTERVENING: STUDI KASUS DI BPR PONOROGO

Abstract

Service and post-service are important factors to create customer’s loyalty, therefore, we should examine the role of service variable to loyalty with post-service variable as intervening variable. Data is collected with total respondents of 155 samples by using purposive sampling method because the total of population is not known. Questionnaire consists of 3 variables that include service with 4 indicators (officer precision, service speed, technology ability and security), post-service with 4 indicators (problem soling, responding speed, correction availability and empathy to complaints) and 3 loyalties (product commitment, information dissemination and returning to buy again).

A suitable method to answer above problems is Path Analysis. The result shows that service may have direct influence to loyalty and indirect influence that is from service to post-service as a new intervening to loyalty. Direct influence of service to loyalty that is b₁ is 0,727. Indirect influence of service to post-service that is b₂ is 0,509 meanwhile from post-service to loyalty, that is  b₃ is 0,110, therefore indirect  influence, that is b₂  times b₂ is (0,509)*(0,110)=0,05599. Therefore, total influence of service to loyalty is direct influence that is added to indirect influence of  0,727 + 0,05599 = 0,783. It means that the influence of service and post-service is big enough to loyalty i.e. 78,3%, meanwhile the rest of it  is 21,7% that  is caused by other factor. Based on those results, it can be suggested that a company should give more emphasize to service and post-service because there is evidence that it may cause customer’s loyalty because customer’s loyalty is a very important factor in guaranteeing BPR durability in Ponorogo.