VALIDASI MODEL LOYALITAS PELANGGAN DENGAN MENGGUNAKAN STRUKTURAL EQUATION MODELLING PADA RUMAH SAKIT SWASTA DI KOTA PADANG

Haryeni Haryeni, Dian Hirma

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ABSTRAK : Tujuan penelitian ini adalah untuk mengetahui : 1) Pengaruh Service Quality terhadap Customer Satisfaction, 2) Pengaruh Service Quality terhadap Trust, 3) Pengaruh Service Quality terhadap Customer Loyalty, 4) Pengaruh Customer Satisfaction terhadap Customer Loyalty, 5) Pengaruh Trust terhadap Customer Satisfaction, 6) Pengaruh Trust terhadap Customer Loyalty. Populasi dalam penelitian ini adalah Pasien rumah sakit swasta berdomisili di kota Padangyang pernah menggunakan jasa layanan padatiga Rumah Sakit Swasta di Kota Padang yaitu RS BMC, RS Umum Islam Ibnu Sina dan RS Siti Rahmah.Pengambilan sampel dalam penelitian ini menggunakan teknik convenience sampling yaitu siapa saja pasien Rumah Sakit Swasta yang kebetulan bertemu peneliti, sedangkan setiap pengambilan sampel dilakukan secara acak. Jumlah sampel penelitian ini adalah sebanyak 150 responden. Teknik analisis data yang digunakan dalam pengujian hipotesis penelitian ini dengan pemanfaatan program Partial Least Square (PLS).Customer Satisfactionberpengaruh signifikan terhadap Customer Loyalty pada rumah sakit swasta di Kota Padang.Service Quality berpengaruh signifikan terhadap Customer Loyalty pada rumah sakit swasta di Kota Padang.Service Quality berpengaruh signifikan terhadap Customer Satisfaction pada rumah sakit swasta di Kota Padang.Service Qualityberpengaruh signifikan terhadap Trust pada rumah sakit swasta di Kota Padang. Trustberpengaruh signifikan terhadap Customer Loyalty pada rumah sakit swasta di Kota Padang. Trustberpengaruh signifikan terhadapCustomer Satisfaction pada rumah sakit swasta di Kota Padang. KATA KUNCI: ServQual, Customer Satisfaction, Customer Loyalty, Trust

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DOI: https://doi.org/10.31869/mi.v14i2.2251

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