PENGARUH KUALITAS PELAYANAN DAN GOOD CORPORATE GOVERNANCE TERHADAP LOYALITAS NASABAH MELALUI KEPUASAN NASABAH PADA BANK MEGA SYARIAH

Abstract

This study aims to analyze the effects of service quality and Good Corporate Governance (GCG) on customer loyalty at Bank Mega Syariah in Surakarta City, with customer satisfaction serving as a mediating variable. The study employed a quantitative approach using a survey method. A total of 180 active customers were selected as respondents through purposive sampling. Data were analyzed using Structural Equation Modeling (SEM). The results indicate that service quality has a positive and significant effect on customer satisfaction (β = 0.316; p < 0.05) and customer loyalty (β = 0.396; p < 0.05). Good Corporate Governance also has a positive and significant effect on customer satisfaction (β = 0.545; p < 0.05), but it does not have a significant direct effect on customer loyalty (β = 0.069; p > 0.05). Furthermore, customer satisfaction has a positive and significant effect on customer loyalty (β = 0.283; p < 0.05) and significantly mediates the relationship between service quality (β = 0.089; p < 0.05) and customer loyalty, as well as between Good Corporate Governance (β = 0.154; p < 0.05) and customer loyalty. These findings confirm that enhancing customer loyalty is strongly influenced by customer satisfaction as a mediating mechanism. Therefore, improving service quality and consistently implementing Good Corporate Governance are essential strategies for fostering long-term customer loyalty in Islamic banking.