Pengaruh Citra Perusahaan dan Kepuasan Nasabah terhadap Loyalitas Nasabah pada PT BPR Bank Daerah Gianyar Kabupaten Gianyar

Abstract

The attention and findings regarding issues regarding corporate image and customer satisfaction in an effort to improve and increase customer loyalty are in accordance with the objectives of this study to determine the effect of corporate image and customer satisfaction on customer loyalty at PT BPR Bank Daerah Gianyar, Gianyar Regency. The number of samples in this study were 100 customers. Data collection was carried out through observation, interviews, questionnaire methods (questionnaire) and documentation studies. The analysis technique used is the Classical Assumption Test, Multiple Linear Regression Analysis, Determination Analysis, and Hypothesis Testing. The results show that corporate image and customer satisfaction have a significant effect partially and simultaneously on customer loyalty. Suggestions that can be given to companies include 1) Improve the image by promoting the company by participating in banking events. 2) More effort in meeting the needs and desires of customers. 3) Improve the company image and customer satisfaction to increase customer loyalty and create good recommendations to other customers.