The Influence of Service Quality and Price on Customer Satisfaction and Its Impact on Customer Loyalty at BRILink Agent PD. Devisma
Abstract
Agen BRILink PD. Devisma, operating in the area of Kantor Unit BRI Samarang Cabang Garut, provides various banking services through BRI mini ATM EDC or BRILink Mobile. The objective of this study is to analyze the effect of service quality and price on customer satisfaction and its impact on customer loyalty at Agen BRILink PD. Devisma. This study employs a quantitative research method using a questionnaire distributed via Google Form to 97 respondents who have conducted transactions at least twice at Agen BRILink PD. Devisma. Data analysis is performed using Structural Equation Modeling (SEM) with Partial Least Square (PLS) technique using SmartPLS 3.0 software. The results of the study indicate that the overall responses of respondents towards service quality, price, customer satisfaction, and customer loyalty fall into the good category. Hypothesis testing shows that service quality and price positively affect customer satisfaction, customer satisfaction positively affects customer loyalty, and service quality positively affects customer loyalty. However, price does not affect customer loyalty, as it is considered higher compared to its competitors.
Keywords: Service Quality; Price; Customer Satisfaction; Customer Loyalty
Downloads
References
K. T. Kustina, G. A. A. O. Dewi, G. Das Prena, and W. Suryasa, “Branchless Banking, Third-Party Funds, and Profitability Evidence Reference to Banking Sector in Indonesia,” J. Adv. Res. Dyn. Control Syst., vol. 11, no. 2, pp. 290–299, 2019.
G. A. F. Maulani and T. M. S. Mubarok, “Information Technology and Organizational Climate in Higher Education,” Proc. 5th Glob. Conf. Business, Manag. Entrep. (GCBME 2020), vol. 187, no. Gcbme 2020, pp. 264–269, 2021, doi: 10.2991/aebmr.k.210831.051.
S. Nugraha, M. Ridwan, and N. A. Hamdani, “The Influence of Customer Involvement and Social Networking Sites on Innovation Performance,” vol. 5, no. 3, pp. 176–183, 2023.
I. I. Karima, “PENGARUH KEPUASAN DAN KEPERCAYAAN MASYARAKAT TERHADAP MINAT BERTRANSAKSI DI AGEN BRILINK SINAR MAS GULANG KECAMATAN MEJOBO KUDUS,” in Skripsi STAIN Kudus, 2017, pp. 1–7.
A. Supriyatna, E. Yulianto, N. A. Hamdani, and G. A. F. Maulani, “Budaya Perusahaan: Penerapan Good Corporare Governance Serta Implikasinya Terhadap Keberlanjutan Kinerja Bank,” Bus. Innov. Entrep. J., vol. 1, no. 1, 2019, doi: 10.35899/biej.v1i1.9.
R. M. Kurniawan, H. Soesanto, and J. Sugiarto, “PENGARUH DAYA TARIK PRODUK, DAYA TARIK PELAYANAN, DAN DAYA SAING TARIF TERHADAP KEPUASAN NASABAH YANG BERDAMPAK PADA KEPUTUSAN BERTRANSAKSI (Studi pada Agen BRILink Bank BRI Cabang Pati),” J. Akunt. dan Bisnis, pp. 1–20, 2017.
N. D. Wulandari, P. Ginting, and P. Gultom, “The Effect of Online Banking and Bank Fees on Customer Loyalty in PT Bank XXX (Persero) Tbk, Branch XXX, with Customer Satisfaction as a Mediator,” academia.edu.
F. A. L. Niu and U. Maqfiroh, “The Effect of Service and Product Quality on the Decision To Become a Member of Bmt Ugt Sidogiri Capem Waru,” Tasharruf J. Econ. …, 2022.
P. Kotler, K. L. Keller, M. Brady, M. Goodman, and T. Hansen, Marketing Management, vol. 6, no. 11. 2016.
A. ABDURRAHMAN and R. Anggriani, “Pengaruh Kualitas Produk, Kualitas Layanan, Harga, dan Lokasi terhadap Keputusan Pembelian,” Bus. Innov. Entrep. J., vol. 2, no. 4, pp. 224–231, 2020, doi: 10.35899/biej.v2i4.174.
A. Hendrawan, A. Fauzi, and B. K. Fawzeea, “Effect of Service Quality and Company Image on Customer Loyalty with Satisfaction Customers as Intervening Variables (Case Study of Brilink Agent PT Bank Rakyat Indonesia (Persero) TBK. Medan Region Office),” Int. J. Res. Rev., vol. 8, no. 8, pp. 196–202, 2021, doi: 10.52403/ijrr.20210827.
G. Abdul, F. Maulani, N. Fauziah, T. Mohamad, and S. Mubarok, “The Effect Of Digital Literacy And E-Commerce Toward Digital Entrepreneurial Intention,” Bus. Innov. Entrep. J., vol. 5, no. 3, pp. 184–191, 2023.
V. Santika, “Pengaruh Harga Kompetitif Terhadap Keputusan Melalui Produk Minyak Goreng Fortune Melalui Brand Image,” Bisnis Manaj., vol. 2, no. 4, pp. 13–25, 2022.
A. L. Putri and A. T. Ferdinand, “Analisis Pengaruh Citra Toko dan Harga Kompetitif terhadap Keputusan Pembelian pada Toko H.A Laury di Semarang,” Diponegoro J. Manag., vol. 5, no. 3, pp. 1–13, 2016.
D. Mahendra, “Hubungan Kualitas Pelayanan dengan Kepuasan Pelanggan pada Laboratorium Kalibrasi PT Multi Instrumentasi Mandiri,” in SKRIPSI USM, 2019.
L. I. Khairi and E. R. Cahyadi, “Pengaruh Logistics Service Quality Terhadap Customer Satisfaction Dan Customer loyalty Pada Pengguna Jne Dan J&T Express di Jabodetabek,” J. Apl. Bisnis dan Manaj. …, 2023.
M. B. Ginting, A. N. Lubis, and ..., “The Influence of Servicescape and Brand Image on Consumer Loyalty with Consumer Satisfaction as An Intervening Variable at The Coffee Crowd Medan,” International Journal of …. researchgate.net, 2022.
I. Akbar, “Pengaruh Relationship Marketing Dan Relationship Quality Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Pada Produk Parfum Mulegh Di Purwokerto,” Indones. J. Strateg. Manag., vol. 1, no. 1, 2018, doi: 10.25134/ijsm.v1i1.844.
N. A. Hamdani, L. Lindayani, and ..., “The Influence of E-Marketing on MSME Business Performance in the Culinary Sector and Impact on Customer Loyalty Post the Covid-19 Pandemic in Garut Regency,” Bus. Innov. …, vol. 5, no. 2, pp. 95–104, 2023.
W. N. Anggraini, A. Yunanto, and N. C. Afif, “The Impact Of Customer Satisfaction And Customer Trust On Customer Brand Loyalty Among Brilink Agent Customers,” Proceeding Int. …, 2022.
N. A. Hamdani and A. Ramdhani, Teori Organisasi. Garut: Karima, Bandung, 2019.
F. Firmansyah, M. Sugiat, and I. Yunita, “The Impact of Service Quality, Customer Satisfaction, and Trust on Customer Loyalty among BRILink Agents in North Sumatra,” Int. J. Sci. …, 2023.
