Penelitian ini bertujuan untuk mengetahui loyalitas nasabah di Pegadaian Syariah kaligarang. Loyalitas nasabah dipengaruhi oleh beberapa faktor diantaranya: kepuasan, marketing mix (product, place, price, promotion). Sampel yang digunakan dalam penelitian ini sebanyak 100 nasabah. Alat uji yang digunakan ialah SMARTPLS 3.0. Hasil penelitian menyatakan bahwa product berpengaruh positif dan signifian terhadap loyalitas nasabah. Product berpengaruh positif dan tidak signifikan terhadap loyalitas nasabah melalui kepuasan. Place berpengaruh positif dan tidak signifikan terhap loyalitas nasabah. Place berpengaruh positif dan signifikan terhadap loyalitas nasabah melalui kepuasan. Price berpengaruh positif dan tidak signifikan terhadap loyalitas nasabah. Price berpengaruh positif dan tidak signifikan terhadap loyalitas nasabah melalui kepuasan. Promotion berpengaruh positif dan tidak signifikan terhadap loyalitas nasabah. Promotion berpengaruh positif dan tidak signifikan terhadap loyalitas nasabah melalui kepuasan. Kepuasan berpengaruh positif terhadap loyalitas nasabah.

ABSTRACT:

The aim of this research to examined loyalty customer. Loyalty is affected by some aspect, which is: satisfaction, product, place, price, promotion. Total Sample used by this research is 100 customer. The tool used by SMARTPLS 3.0. The result show that product have positive effect and significant toward loyalty customer, product have positive effect and not significant toward loyalty customer with mediated by satisfaction, place have positive effect and not significant toward loyalty, place have positive effect and significant toward loyalty customer with mediated by satisfaction, price have positive effect and not significant toward loyalty customer, price have positive effect and not significant toward loyalty customer with mediated by satisfaction, promotion have positive effect and not significant toward loyalty customer, promotion have positive effect and not significant toward loyalty customer with mediated by satisfaction, satisfaction have positive effect and significant toward loyalty customer.