PENGARUH KUALITAS LAYANAN, KOMITMEN, DAN CITRA PERUSAHAAN TERHADAP LOYALITAS NASABAH (Studi Pada PT. BANK RAKYAT INDONESIA (PERSERO) Tbk. Kantor Unit Pemuda Kota Kendal)

Abstract

The purpose of this study was to analyze the influence of the service quality, commitment, and corporate image on customer loyalty in the PT. Bank Rakyat Indonesia (Persero) Tbk. The Office of Kendal Youth Unit. This study tested three hypotheses. The population in this study were all customers of PT. Bank Rakyat Indonesia (Persero), Tbk. Unit Office Kendal. The sample in this study as many as 100 people. The sampling technique used purposive sampling. The criteria used in this study is the customer who lives in Kendal, a customer who has been least 1 year, minimum age 15 years old. The analysis tool used is multiple linear regression. The results of the analysis can be concluded that: the service quality has a positive and significant impact on customer loyalty. Commitment has a positive and significant impact on customer loyalty. Company image has a positive and significant impact on customer loyalty.

Keywords: service quality, commitment, company image, customer loyalty