PENGARUH KUALITAS PELAYANAN DAN KEPUASAN NASABAH TERHADAP LOYALITAS NASABAH (Studi Kasus pada PT BPR Bank Karanganyar (Perseroda)

Abstract

This study aims to determine the effect of service quality and customer satisfaction on loyalty at PT BPR Bank Karanganyar (Perseroda).The hypothesis of this study is that service quality and customer satisfaction significantly influence customer loyalty at PT BPR Bank Karanganyar (Perseroda), both partially and simultaneously. The sample in this study was active customers who save and borrow at PT BPR Bank Karanganyar (Perseroda). Data collection methods used were questionnaires and secondary data from literature studies. The method used in this study was multiple linear regression analysis. The results of the analysis indicate that service quality has a positive and significant effect on loyalty, while satisfaction has a positive but insignificant effect on loyalty. Based on the results The coefficient of determination for the service quality and satisfaction variables influences loyalty by 75.3%, while the remaining 24.7% is influenced by factors outside the study