PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING (Studi Pada Bank Pembiayaan Rakyat Syariah (BPRS) Bhakti Sumekar Kabupaten Sumenep)

Service quality is very important, especially for companies engaged in services whose products are intangible, in this case satisfaction is a measure of the quality of service provided by the company. This study aims to determine the effect of service quality on customer loyalty with customer satisfaction as an intervening variable. This type of research is Explanatory to examine the relationship between variables. The population in this study are customers of BPRS Bhakti Sumekar savings products. The sampling technique used is non-probability sampling with the type of purposive sampling technique. The number of samples of 100 is calculated using the slovin formula. The type of data used is qualitative data which is quantitative with survey research type. The data collection technique uses a questionnaire with a Likert scale measurement. The analysis technique in this research is descriptive analysis and path analysis. The hypothesis test used was the t test and Sobel test. Data processing uses SPSS 21. The results of this study indicate (1) service quality has a significant effect on customer satisfaction; (2) service quality has a significant effect on customer loyalty; (3) customer satisfaction has a significant effect on customer loyalty; and (4) service quality has a significant effect on customer loyalty which is mediated by customer satisfaction