The Effect of Service Quality and Customer Satisfaction on Customer Loyalty through The Religiosity Variable As A Moderating Variable

Abstract

Loyalty is consumer loyalty to goods and services, because customer loyalty is the highest achievement desired by all companies, because not only repurchases but customers can be a means of promotion and even become a business advisor that is very useful for the company. This study is intended to examine the influence of the variables of Service Quality and Customer Satisfaction on the variable of Customer Loyalty Through the Variable of Religiosity as the moderation variable. This study uses quantitative research, the population in this study is BSI KCP Pemalang Sudirman 1 customers who use cardless withdrawal. The sample in this study amounted to 100 respondents using the accidental sampling technique. Primary data collection was obtained through the distribution of questionnaires through the Google Form application and Questionnaire Sheets distributed to respondents. This study uses the IBM SPSS 25 application. The results of this study show that service quality can directly affect loyalty and get positive and significant results. So is customer satisfaction. Meanwhile, religiosity cannot moderate the variables of service quality or customer satisfaction.