PENGARUH KUALITAS PELAYANAN, CITRA PERUSAHAAN DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS NASABAH PADA PT BANK MANDIRI (PERSERO) TBK CABANG PADANG

Abstract

ABSTRACT
This study aims to determine the effect of service quality, corporate image and brand trust on customer loyalty at PT Bank Mandiri (Persero) Tbk Branch Padang. The sample in this study is a customer at PT Bank Mandiri (Persero) Tbk Branch Padang numbering as many as 138 respondents. In this study the techniques used in sampling is purposive sampling. The type of data used are primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Test the hypothesis by using test T-test statistics to demonstrate the influence of the independent variable on the dependent variable partially or individual.
Results of the study found that quality of care significant positive effect on customer loyalty PT. Bank Mandiri (Persero) Tbk Branch Padang. Company image significant positive effect on customer loyalty PT. Bank Mandiri (Persero) Tbk Branch Padang. Brand trust significant positive effect on customer loyalty PT. Bank Mandiri (Persero) Tbk Branch Padang
Keywords: quality of service, corporate image, brand trust, customer loyalty