Pengaruh Kualitas Pelayanan dan Kepercayaan terhadap Loyalitas Nasabah Koperasi Tama dengan Religiusitas sebagai Variabel Moderator (Studi Kasus di Koperasi Tama)

Abstract

One of the problems faced by savings and loan cooperatives is how to maintain customer sustainability and increase their level of loyalty. The quality of services provided and the level of trust maintained by customers have a central role in shaping customer loyalty to savings and loan cooperatives. This study aims to determine the effect of service quality and trust on customer loyalty in the Tama cooperative with religiosity as a moderator variable. The type of research used is quantitative. The population of this study was all customers in the Tama cooperative amounting to 359. The sampling technique with the Slovin formula had a margin error of 10% obtained by 78 respondents. The types of data used are primary and secondary data. Data collection techniques by direct observation, interview or interview. The research instrument is in the form of a questionnaire that is distributed to respondents directly. The questionnaire is tested with validity and reliability tests first. Data quality tests are performed with classical assumption tests. Data analysis techniques with descriptive analysis tests and verifiative analysis tests, including multiple linear regression tests. Test the hypothesis conducted with t test and F test. The results showed that service quality had a significant and positive effect on customer loyalty with a significance value of 0.016 < 0.05 and a calculated t value of 2.432 > t table 1.99167; significant and positive trust affects customer loyalty with a significance value of 0.000 < 0.05 and a calculated t value of 6.265 > t table 1.99167; Religiosity affects customer loyalty with a significance value of 0.000 < 0.05 and the calculated t value 5.811 > t table 1.99167; and simultaneously, service quality, trust and religiosity together are significant and positive in affecting the loyalty of Tama cooperative customers with a significance value of 0.000 < 0.05 and a significance value of 0.000 < 0.05 and a calculated F value of 319,527 > F table 2.33. The amount of influence of service quality, trust and religiosity is 62.0% on the loyalty of Tama cooperative customers.