<![CDATA[ABSTRAKPenelitian ini bertujuan untuk menguji pengaruh kualitas pelayanan terhadap kepuasan konsumen dan dampaknya terhadap brand image pada PT Bank Mayapada Internasional, Tbk Cabang Menara Topas Jakarta Pusat. Sampel dalam penelitian ini sebanyak 105 nasabah. Analisis data yang digunakan adalah Structural Equation Modeling (SEM). Hasil penelitian secara empiris menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan nasabah, sehingga ketika kualitas pelayanan meningkat maka kepuasan nasabah pun akan meningkat. Kepuasan nasabah berpengaruh positif dan signifikan terhadap brand image, sehingga ketika kepuasan nasabah meningkat maka brand image yang ditampilkan perusahaan pun akan meningkat. Kualitas pelayanan berpengaruh negatif dan tidak signifikan terhadap brand image, artinya kualitas pelayanan bukan merupakan factor penentu brand image. Pengujian tidak langsung kualitas pelayanan terhadap brand image melalui kepuasan nasabah berpengaruh positif dan signifikan. Bukti empiris ini menunjukkan bahwa kualitas pelayanan tidak dapat mempengaruhi brand image secara langsung, namun melalui kepuasan nasabah. Hasil penelitian ini mendukung teori Service Quality, semakin baik kualitas pelayanan maka nasabah akan semakin puas sehingga menimbulkan kesan yang baik terhadap perusahaan. Penelitian ini berbeda dengan peneliti sebelumnya karena menguji pengaruh langsung dan tidak langsung secara komprehensif dengan menggunakan second order confirmatory. Kata Kunci: Kualitas pelayanan, kepuasan konsumen dan brand image ABSTRACTThis study aims to analyze the empirical evidence of the influence of service quality on customer satisfaction and its impact on brand image at PT Bank Mayapada Internasional, Tbk Menara Topas Central Jakarta Branch. The sample in this study were 105 customers. Analysis of the data used is Structural Equation Modeling (SEM). Empirical research results show that service quality has a positive and significant effect on customer satisfaction, so that when service quality increases, customer satisfaction will increase. Customer satisfaction has a positive and significant effect on brand image, so that when customer satisfaction increases, the brand image displayed by the company will increase. Service quality has a negative and not significant effect on brand image, meaning that service quality is not a determining factor for brand image. Indirect testing of service quality on brand image through customer satisfaction has a positive and significant effect. This empirical evidence shows that service quality cannot affect brand image directly, but through customer satisfaction. The results of this study support the Service Quality theory, the better the service quality, the more satisfied customers will be, thus creating a good impression on the company. This study is different from previous researchers because it examines the direct and indirect effects comprehensively by using second order confirmatory.so that when service quality increases, customer satisfaction will increase and will improve the brand image displayed by the company.Keywords: Service quality, customer satisfaction and brand image]]>
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