ANALISIS PENGARUH KUALITAS PELAYANAN, KEPUASAN, DAN NILAI PELANGGAN TERHADAP LOYALITAS NASABAH MENABUNG DI PT BANK RAKYAT INDONESIA (PERSERO) TBK UNIT UJING BATU PROPINSI RIAU

Abstract

ABSTRACT
Loyalty is a picture of consumer behavior to continue using the same product from a company, so
that customers are reluctant to switch to another brand. This study aimed to examine the effect of service
quality, customer satisfaction and customer loyalty value on PT. Bank Rakyat Indonesia (Persero) Tbk.
Unit Ujung Batu Riau Province. Population and sample in this study as many as 100 customers. By using
purposive sampling technique. The data used is primary data through questionnaires, to perform
hypothesis testing is done by using quantitative analysis method through the formation of multiple linear
regression model. Based on the results of hypothesis testing is done using SPSS 16 found that service
quality, customer satisfaction and value respectively positive and significant effect on loyalty.
Keywords : service quality, satisfaction, consumer Value, and consumer’s loyalty