Penggunaan Structural Equation Modeling (Sem) untuk Menganalisis Faktor yang Mempengaruhi Loyalitas Nasabah (Studi Kasus : PT Bank Negara Indonesia (BNI) KCU Ambon)

Abstract

Structural Equation Modeling (SEM) is a statistical modeling technique that is very cross-sectinal, linear, and complex. SEM is a combination of two multivariate techniques i.e. confirmatory factor analysis and path analysis. In this research will be applied Structural Equation Modeling to analyze factors influencing customer loyalty. Where researchers take two factors: bank image and customer satisfaction. The data used in this study is the primary data obtained by using questionnaires to customers of PT Bank Negara Indonesia (BNI) KCU Ambon with a total sample is 102. This study aims to determine the effect of bank image and customer satisfaction on customer loyalty. The results of this study note that the model has been suitable to be used to identify and meet the criteria of goodness of fit. From the analysis of the model, the tvalue for the latent variable of the bank image is 0.42 and the t-value for the latent variable of customer satisfaction is 2.84. With a critical value of 1.96 (to 5% real level) it can be concluded that the latent variable of the bank's image has an influence on customer loyalty while the latent variabel of customer satisfaction has no influence on customer loyalty.

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