Pengaruh Kepuasan Terhadap Loyalitas, Kesediaan Untuk Membayar Lebih dan Niat Pembeli pada Nasabah Bank Central Asia

This study aims to assess the effect of satisfaction on loyalty, willingness to pay more and purchase intention to Bank Central Asia (BCA) customers. To achieve this goal, a questionnaire was developed with an item size that captures the construct of the variable. In this study using 150 respondents and data collection methods in this study using a questionnaire. This study uses Warp PLS 6.0 as a test tool. Data analysis techniques in this study used Partial Least Square (PLS), with the alternative method of Structural Equation Modeling (SEM) analysis. The sampling technique uses purposive sampling on Bank Central Asia (BCA) customers, While the sampling technique uses nonprobability sampling technique. The results of this study indicate that satisfaction significantly influences loyalty and purchase intention, loyalty influences willingness to pay more and purchase intention to Bank Central Asia (BCA) customers. Keywords: Satisfaction, Loyalty, Willingness to Pay More, Purchase Intentio