PENGARUH PERCEIVED VALUE TERHADAP AFFECTIVE LOYALTY DAN BEHAVIORAL LOYALTY MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL PEMEDIASI PADA PENGGUNA CREDIT CARD CO-BRANDING BANK ACEH

Nandiya Deva Puspa Dewi, Sorayanti Utami

Abstract

This study aims to analyze the effect of perceived value on affective loyalty and behavioral loyalty through customer satisfaction as a mediating variable for users of the co-branding credit card of Bank Aceh Syariah. The research sample of 159 bank employees was taken by purposive sampling. Data collection uses a questionnaire and then the data is analyzed using statistical path analysis tools. The study found that perceived value has a positive and significant effect on affective loyalty and behavioral loyalty of Bank Aceh co-branding credit card users. Perceived value has a positive and significant effect on customer satisfaction of Bank Aceh's co-branding credit card users. Customer satisfaction has a positive and significant effect on affective loyalty and behavioral loyalty of Bank Aceh co-branding credit card users. The mediating effect of customer satisfaction in mediating the influence of the Perceived Value on Affective Loyalty and Behavioral Loyalty is partial mediation.

 Keywords

Affective Loyalty, Behavioral Loyalty, Customer Satisfaction and Perceived Value

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DOI: https://doi.org/10.24815/jmi.v11i1.16530

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