KUALITAS LAYANAN DAN BRAND IMAGE TERHADAP LOYALITAS NASABAH DIMEDIASI OLEH KEPUASAAN NASABAH

Abstract

Abstrak Persaingan dalam industri perbankan sangat ketat, tidak terkecuali Bank BUMN yang harus berebut market share dengan bank-bank Abstract Competition in the banking industry is very tight, including state-owned banks, which have to compete for market share with old and newcomer banks. Therefore, they must emphasize service quality so that banks can attract potential customers to be loyal. When service quality is a priority, the bank meets service standards so that customer satisfaction is created, which in turn customers will become loyal. This study aims to determine the effect of Service Quality and Brand Image on Customer Loyalty which is mediated by Customer Satisfaction at PT. Bank BRI Somba Opu Branch Office. Data collection uses primary data obtained from questionnaires using Stratified Sampling techniques. The population is all Britama savings customers totaling 243,880 people, while the sample taken is 96 people. The method of analysis uses path analysis techniques. The results show that the hypothesis proposed for the variable Service Quality on Customer Loyalty which is mediated by Customer Satisfaction is not accepted because it shows a positive but not significant hypothesis. The Brand Image variable on Customer Loyalty which is mediated by Customer Satisfaction is accepted because it shows significant positive results.