PENGARUH KUALITAS LAYANAN DAN CITRA PERUSAHAAN TERHADAP LOYALITAS PELANGGAN (Studi pada Nasabah Tabungan Pada Bank BSI Kota Kupang)

Abstract

This study aims to analyze the influence of service quality and corporate image on customer loyalty at Bank Syariah Indonesia (BSI) Kupang Branch. Increasingly fierce competition in the banking industry forces companies to improve service quality and strengthen their corporate image to maintain customer loyalty. This study used a quantitative approach with multiple linear regression analysis. Data were obtained from 100 BSI Kupang Branch customer respondents selected using an accidental sampling technique. The results show that: (1) service quality has a positive and significant effect on customer loyalty, with a calculated t-value of 3.359 > t-table 1.985; (2) corporate image has a positive and significant effect on customer loyalty, with a calculated t-value of 2.394 > t-table 1.985; and (3) service quality and corporate image simultaneously have a positive and significant effect on customer loyalty, with an F-value of 70.075 > F-table 3.09, contributing 58.3%. The results of this study provide a practical contribution to the development of Islamic banking marketing strategies in Indonesia, especially at the BSI Kupang Branch in an effort to increase customer loyalty.