Penelitian ini bertujuan untuk menganalisis pengaruh tangibles, reliability, responsiveness, assurance dan empathy, komitmen afektif, komitmen kalkulatif, dan loyalitas konsumen; dan pengaruh komitmen afektif, komitmen kalkulatif terhadap loyalitas konsumen. Penelitian dilaksanakan di kota Yogyakarta. Responden penelitian ini sebanyak 200 orang nasabah yang diambil secara non probability sampling, dengan kriteria minimal telah 1 tahun menjadi nasabah. Pengambilan data dilakukan dengan kuesioner yang dimodifikasi dari kuesioner yang pernah digunakan oleh peneliti sebelumnya. Pengujian validitas dan reliabilitas kuesioner dilakukan dengan confirmatory factor analysis. Pengujian hipotesis dilakukan dengan structural equation modeling. Hasil penelitian ini menunjukkan:(1) tangibles, reliability, responsiveness, assurance, dan emphaty berpengaruh langsung positif signifikan terhadap loyalitas pelanggan, (2) responsiveness, assurance dan emphaty berpengaruh positif signifikan terhadap komitmen afektif pelanggan, (3) reliability dan emphaty berpengaruh positif signifikan terhadap komitmen kalkulatif pelanggan, (4) komitmen afektif dan komitmen kalkulatif berpengaruh positif dan signifikan terhadaployalitas pelanggan, (5) reliability, responsiveness, assurance dan emphaty berpengaruh signifikan positif dan tidak langsung (melalui komitmen afektif) terhadap loyalitas pelanggan, (6) reliability dan emphaty berpengaruh signifikan positif dan tidak langsung (melalui komitmen kalkulatif) terhadap loyalitas pelanggan.

This study aims to analyze the influence of tangibles, reliability, responsiveness, assurance, and empathy of affective commitment, calculative commitment, and consumers’ loyalty; and the influence of affective commitment and calculative commitment on consumers’ loyalty. The research was conducted in Yogyakarta region. The respondents of the research were 200 clients taken using non probability sampling, with a minimal criterion of being client at least for 1 year. The data gathering was conducted using questionnaire which has been modified from the questionnaire used by the former researcher. The questionnaire validity and reliability tests were done using confirmatory factor analysis. Meanwhile, the hypothesis test used structural equation modeling. The research results show: (1) tangibles, reliability, responsiveness, assurance, and empathy have direct and significantly positive impact on customers’ loyalty, (2) responsiveness, assurance, and empathy have significantly positive impact on customers’ affective commitment, (3) reliability and empathy have significantly positive impact on customers’ calculative commitment, (4) affective commitment and calculative commitment have significantly positive impact on customers’ loyalty, (5) reliability, responsiveness, assurance, and empathy have indirect and significantly positive impact (through affective commitment) on customers’ loyalty, (6) reliability and empathy have indirect and significantly positive (through calculative commitment) on customers’ loyalty.

Kata Kunci : komitmen afektif, komitmen kalkulatif, non probability sampling.