The Effect of Position Mix, Service Quality, and Positioning on Customer Loyalty to Customer Satisfaction at XBCA Bank

Mochammad Jasin et al.

doi:10.17762/pae.v58i1.878

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Published: Jan 29, 2021

DOI: https://doi.org/10.17762/pae.v58i1.878

Mochammad Jasin et al.

Abstract

The purpose of this research is to analysis the effect of the promotion mix, service quality, and positioning on customer loyalty to customer satisfaction at Bank XBCA Area,Main Branch Office (KCU) and Sub Branch Office (KCP) Pangeran Jayakarta. The sample in this study numbered 315 respondents from several criteria such as, age, gender, education level, and professional. The research method is quantitative approachusing Structural Equation Modeling. The research results show that the promotion mix had a significant effect on customer satisfaction with a value of 3.90> 1.96. Service quality has a significant effect on customer satisfaction with a value of 2.48> 1.96. Positioning affects customer satisfaction with a significant value of 7.97> 1.96. promotion mix variable, service quality, and positioning simultaneously have a significant effect on customer loyalty through customer satisfaction.

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Vol. 58 No. 1 (2021): Volume 58 No. 1 (2021)

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