ANALISIS PENGARUH KUALITAS LAYANAN DAN INTERAKSI NASABAH TERHADAP KEPUASAN NASABAH MELALUI PENGALAMAN NASABAH SEBAGAI MEDIATOR DENGAN PENDEKATAN MODEL S-O-R

he purpose of this study is to examine the effect of service quality and interaction on
customer satisfaction through experience as a mediator using the S-O-R model approach The
population in this study are Bank BRI credit customers on Bawean Island who come from
Sangkapura District and Tambak District, totaling 245 respondents. This research uses an
explanatory research method with a quantitative approach and applies non-probability
sampling with an accidental sampling Data collection used in this study was a survey with
questionnaires distributed via Google Form. The data analysis methods used path analysis.
The results of this study indicate that service quality and interaction partially have a positive
and significant effect on customer satisfaction, experience does not have a significant effect on
customer satisfaction, service quality does not have a significant effect on the formation of
experience, and interaction has a significant and negative effect on experience. Experience
does not mediate the effect of service quality and interaction on customer satisfaction.