THE EFFECT OF SERVICE QUALITY AND BRAND IMAGE ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION AMONG CUSTOMERS OF BPR RASUNA MAGETAN BANK

Warih Partikalia Widyawati, Hari Purwanto

Abstract


The development of the banking sector in Indonesia continues to increase in line with the increasingly complex needs of the public for financial services. The title of the study is "The Effect of Service Quality and Brand Image on Customer Loyalty Through Customer Satisfaction Among Customers of Bank BPR Rasuna Magetan." This study uses primary data, namely questionnaires distributed to respondents. The sample size for this study was 398 respondents. This study used SPSS Version 21. The results show that service quality has a significant effect on customer satisfaction. Brand image has a significant effect on customer quality. Service quality has no significant effect on customer loyalty. Brand image has a significant effect on customer loyalty. Customer satisfaction has a significant effect on customer loyalty. Service quality has a significant effect on customer loyalty through customer satisfaction. Service quality has no significant effect on customer loyalty through customer satisfaction.

Keywords: Service Quality, Brand Image, Customer Loyalty, Customer Satisfaction


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