ANALISIS KEPERCAYAAN, CITRA MEREK DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DIMEDIASI KEPUASAN PELANGGAN (Studi Pada Kreditur PD. BKK Dempet Kota Kabupaten Demak)

Abstract

This study takes an object in PD. BKK Dempet Dempet City Branch Demak, where the reasons for selecting the title
because of the realization that achieved PD. BKK Dempet Dempet City Branch Demak 2009, 2012 and 2013 was not
achieved so that it becomes a problem that must be addressed by the management of the bank. One way to boost the
realization of loans obtained by the bank is to increase customer satisfaction and loyalty in lending transactions (credit)
in the bank. Therefore, this study aims to identify and analyze the influence of trust, Brand Image and service quality on
loyalty mediated by customer satisfaction (studies in PD. BKK Dempet Dempet City Branch Demak). Samples in this
study were 100 respondents who considered representative of the entire population. The sampling technique used in this
study purposive sampling is sampling based criteria or considerations such as: a customer of PD. BKK Dempet Dempet
City Branch Demak for at least 2 years, and is domiciled in the territory Dempet, Demak. Tools of data analysis using
multiple linear regression with mediation or intervening variables. The results show that there is a partial positive and
significant effect of trust, confidence and quality of service to satisfaction. Partially there is a positive and significant
effect of trust, trust, quality of service and satisfaction to loyalty. The results show that the mediating effect of
satisfaction does not mediate the effect of trust, brand image and service quality on customer loyalty.
Keywords: trust, Brand image, service quality, satisfaction and loyalty.