PENGARUH PROMOSI KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL MODERATING PADA BANK SYARIAH INDONESIA KCP ENREKANG

The aim of this research is to analyze and find out how much influence promotion of service quality and product quality has on customer loyalty with customer satisfaction as a moderating variable at the Indonesian sharia bank KCP Enrekang. This type of research is quantitative research using a comparative approach which can be interpreted as research that compares one object with another. The sampling technique used was purposive sampling. The results of this research show that promotions do not have a positive and significant effect on customer loyalty, service quality has a positive and significant effect on customer loyalty, product quality has a positive and significant effect on customer loyalty, customer satisfaction is unable to moderate the influence of promotional variables on customer loyalty, customer satisfaction is not able to moderate the influence of service quality variables on customer loyalty, customer satisfaction is able to moderate the influence of product quality variables on customer loyalty.