MEMBANGUN LOYALITAS NASABAH MELALUI KEPERCAYAAN MEREK, KUALITAS PRODUK DAN KEPUASAN NASABAH

Pribanus Wantara, Anugrahini Irawati, R. Gatot Heru Pranjoto, Bambang Soedarsono

Abstract


Penelitian ini bertujuan untuk menguji peran variabel kepercayaan merek, dan kualitas produk, terhadap kepuasan nasabah, serta perannya dalam membangun loyalitas nasabah pada Bank BTN Kcp Bangkalan. Riset ini didukung oleh 200 nasabah Bank BTN Kcp Bangkalan. Data yang terkumpul kemudian dianalisis menggunakan analisis Structural Equation Modeling (SEM) menggunakan software AMOS versi 16. Penelitian ini diperoleh hasil bahwa kepercayaan merek berpengaruh terhadap kepuasan dan loyalitas nasabah, kemudian kualitas produk berpengaruh terhadap kepuasan dan loyalitas nasabah, serta kepuasan pelanggan berpengaruh terhadap loyalitas nasabah.


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