PENGARUH KOMUNIKASI PEMASARAN, KUALITAS PELAYANAN DAN KEPUASAN TERHADAP LOYALITAS NASABAH KOPERASI GEMI YOGYAKARTA KANYOR PUSAT

This study aims to examine the effect of marketing communication, service
quality, and satisfaction on customer loyalty at the head office of the GEMI
Cooperative. The object of this research is GEMI Cooperative, Yogyakarta head
office. This research is a quantitative research. The data were collected using
questionnaires which were distributed to customers of GEMI cooperative head
office. A total of 75 respondents were collected and analyzed using version 3
SmartPLS application. The results of the study illustrate that there is no effect of
marketing communication on the loyalty of GEMI cooperative customers.
Meanwhile, the variables of service quality and satisfaction have effects on
customer loyalty; 27.1% is affected by marketing communication, service quality,
and satisfaction. 72.9% is affected by other variables. In other words, the positive
effects of service quality and satisfaction on customer loyalty is accepted, and
there is no significant positive effect between marketing communication on
customer loyalty of the Yogyakarta GEMI Cooperative.