THE INFLUENCE OF SERVICE QUALITY AND CORPORATE IMAGE ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS A MEDIATING VARIABLE (STUDY ON CUSTOMERS OF PT BPR MITRA DHANACESWARA)

Abstract

This study aims to determine how the influence of service quality and company image on customer loyalty with customer satisfaction as a mediating study variable on customers of PT Bank Perekonomian Rakyat MITRA DHANACESWARA. This study uses a quantitative research method. The research population is customers of Bank Mitra Dhanaceswara in March 2024 with a sampling technique using the probability sampling technique, simple random sampling with the Slovin formula. Data collection was carried out using a questionnaire. The data analysis method was carried out using a structural equation model (SEM) assisted by smartPLS 4 software. The data results show that the service quality analysis variable has an effect on customer loyalty of Bank Perekonomian Rakyat MITRA DHANACESWARA, company image does not affect customer loyalty of Bank Perekonomian Rakyat MITRA DHANACESWARA, service quality affects customer loyalty through customer satisfaction of Bank Perekonomian Rakyat MITRA DHANACESWARA, company image does not affect customer loyalty through customer satisfaction of Bank Perekonomian Rakyat MITRA DHANACESWARA.