ANALISIS STRATEGI PEMASARAN DAN KUALITAS PELAYANAN TERHADAP LOYALITAS NASABAH MELALUI KINERJA PEMASARAN PADA PT. PEGADAIAN CABANG SYARIAH BANGKALAN

Abstract

The research objective of this research would be to have an Marketing Strategy, Service Quality, and the mediating variable Marketing Performance on the dependent variable of customer loyalty at PT Pegadaian Syariah Bangkalan.  explaination of The research was conducted using quantitative methods and analyzed using SEM-PLS, the research population refers to PT Pegadaian Syariah Cabang Bangkalan. The samples used 286 respondent as field sample based on purposive sampling. The analysis result the t-statistic value greater (>) than the t-table of 1.65 Obtained are 1) Marketing Performance has a significan effect on customer loyalty. 2) Service quality has a significant effect marketing performance. 3) Service quality has a significant effect customer loyalty. 4) Strategy marketing has a significant effect marketing performance. 5) Strategy Marketing has a significant effect customer Loyalty. 6) Service Quality has a significant effect customer Loyalty mediating effect Marketing Perfomance. 7) Strategy Marketing has a significant effect customer Loyalty mediating effect Marketing Perfomance.