Peran Kepuasan Nasabah dalam Memediasi Pengaruh Kualitas Layanan terhadap Minat Penggunaan Ulang

Devia Shinta Mulia Asih, Sri Lestari, Bambang Sunarko, Slamet Raharjo

Abstract


Penelitian ini menganalisis pengaruh dimensi kualitas layanan terhadap minat penggunaan ulang dengan peran mediasi kepuasan nasabah di Badan Usaha Milik Desa Unit Simpan Pinjam Desa Sokaraja Kulon. Dimensi kualitas layanan yang diteliti terdiri dari Reliability, Assurance, Tangible, Emphaty, dan Responsiveness. Survei dilakukan terhadap 90 nasabah BUMDes Unit Simpan Pinjam Desa Sokaraja Kulon. Model penelitian diuji secara empiris melalui Partial Least Square. Hasil penelitian menunjukkan bahwa model dapat menjelaskan R2 85,2% varians kualitas layanan dalam minat penggunaan ulang, dan 52% varians kualitas layanan dalam kepuasan nasabah. Penelitian ini menemukan bahwa reliability, tangible, emphaty, responsiveness berpengaruh positif signifikan terhadap minat penggunaan ulang, dimana emphaty memberikan pengaruh terbesar (β = 0.285, p-value<0,05). Selanjutnya, penelitian ini menemukan reliability dan responsiveness berpengaruh positif signifikan terhadap kepuasan nasabah, dimana responsiveness memberikan pengaruh terbesar (β = 0.454, p-value<0,05). Kepuasan nasabah yang diuji sebagai mediator telah menunjukkan dampak parsial pada pengaruh reliability dan responsiveness (VAF=23% dan VAF=31,1%) terhadap minat penggunaan ulang. Akan tetapi, kepuasan nasabah ditemukan tidak memediasi pengaruh assurance, tangible, emphaty terhadap minat penggunaan ulang. Studi ini memberikan implikasi yang signifikan bagi akademisi dan praktisi terutama untuk kepentingan BUMDes Unit Simpan Pinjam Desa Sokaraja Kulon.

Kata kunci: reliability; assurance; tangible; emphaty; responsiveness; kepuasan nasabah; kualitas layanan; BUMDes.


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