PENGARUH BRAND IMAGE DAN KUALITAS LAYANAN TERHADAP LOYALITAS NASABAH TABUNGAN PT. BANK PEMBANGUNAN DAERAH BENGKULU

Authors

  • Aan shar Universitas Islam Negeri (UIN) Fatmawati Sukarno Bengkulu
  • Marsellina Fitri Sekolah Tinggi Ilmu Ekonomi Syariah Nahdlatul Ulama (STIES-NU) Bengkulu
  • Herry Novrianda Universitas Terbuka

DOI:

https://doi.org/10.24127/jf.v5i1.813

Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh brand image dan kualitas layanan terhadap loyalitas nasabah tabungan PT. Bank Pembangunan Daerah Bengkulu. Penelitian ini merupakan penelitian yang bersifat descriptive research dengan jenis data yang digunakan adalah data primer melalui penyebaran kuisioner. Responden dalam penelitian ini adalah nasabah tabungan PT. Bank Pembangunan Daerah Bengkulu berjumlah 150 orang dengan metode pengambilan sampel yaitu purposive sampling. Metode analisis data digunakan adalah uji validitas, uji reliabilitas dan analisis regresi linier berganda. Hasil penelitian ini menunnjukkan bahwa, secara simultan (bersama-sama) maupun parsial brand image dan kualitas layanan berpengaruh positif dan signifikan terhadap loyalitas nasabah, yang berarti bahwa semakin baik brand image dan kualitas layanan maka nasabah juga akan semakin loyal terhadap PT. Bank Pembangunan Daerah Bengkulu.

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Published

2022-11-14

Issue

Vol. 5 No. 1 (2022): APRIL

Section

Articles

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FIDUSIA : JURNAL KEUANGAN DAN PERBANKAN is licensed under a Creative Commons Attribution 4.0 International License.