PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS YANG DIMEDIASI OLEH KEPUASAN NASABAH (Studi Pada Nasabah Bank BNI Cabang Tanjung Kalsel)

In the context of competition among banks, providing high-quality service has become an essential obligation to maintain customer loyalty and ensure customer satisfaction. When customers are satisfied with the services provided, it leads to increased customer loyalty. This study aims to analyze the effect of service quality on customer loyalty mediated by customer
satisfaction. The population in this study consists of regular customers of Bank BNI, with a sample size of 96 respondents selected using a simple random sampling technique. This research is explanatory and uses primary data sources. Data were collected through the use of questionnaires. The research instrument was tested using validity and reliability tests. The
analytical technique employed is Structural Equation Modeling – Partial Least Squares (SEM-PLS). The results of the study indicate that service quality has a positive and significant effect on loyalty. Service quality also has a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction has a positive effect on loyalty; satisfied customers with BNI's services tend to be more loyal. Service quality directly affects loyalty, and customer satisfaction serves as a mediating variable in the relationship between service quality and customer loyalty at Bank BNI.