Analisis Pengaruh Kepercayaan dan Kepuasan Nasabah Terhadap Loyalitas Nasabah Tabungan Bank BRI (Studi Kasus Pada PT. Bank Rakyat Indonesia Cabang Pemenang Jambi Tahun 2023)

Abstract

Abstract

 

This study aims to determine and analyze the influence of customer trust and satisfaction on customer loyalty in BRI Bank savings. The type of research used is quantitative. The sampling formula used is Slovin and 100 customers are obtained. Data collection method used is the distribution of questionnaires. Multiple linear regression analysis is the data analysis technique used in this investigation. Using the (t test) for partial testing and (F test) for simultaneous testing of the hypotheses. The findings of this study suggest that customer loyalty is significantly influenced by both trust and satisfaction at the same time. Meanwhile, satisfaction has a negligible effect on consumer loyalty whereas trust has a marginally significant impact.

 

Keywords: Trust,Satisfaction,Customer Loyalty