| dc.description.abstract | This study analyzes the factors that affect customer's loyalty. The object of
this study is the customers of PT.Bank Sumut Medan Jskandar Muda Branch. The
problems of this study refers to the business phenomenon of PT.Bank Sumut Medan
Iskandar Muda Branch considering that the number of existing customers are
available because of the government regulations that require the Civil Service to
open an account as a means of payment of salaries. Therefore the problems of this
study are as follows: how to influence service quality, brand reputation and customer
satisfaction to customer loyalty. The research objective was to analyze the influence
of service quality, brand reputation and customer satisfaction to customer loyalty.
In developing this research, supporting theories about the quality of service,
brand reputation, customer's satisfaction and customer's loyalty were used In
addition, theories related to customer's loyalty needed to be more developed to find
out to what extent service quality, brand reputation, customer satisfaction influenced
customer's loyalty.
This is an explanatory study. The data for this study were obtained through
purposive method The 96 respondents for this study were selected through
proportional random sampling technique using Slovin formula and all of the
rerspondents were the customers of PT. Bank Sumut Medan Iskandar Muda Branch.
The data obtained were analyzed through multiple linear regression analysis with
SPSS program with R square of0.847 and to test the hypothesis F-test and t-test were
used at level of confidence of9.5% or a.= fl.fl'i.
This result showed that independent variables (service quality, brand
reputation and customer's satisfaction) had influence on dependent variables
(customer's loyalty) was 84. ?Ji. In other words, 84. 7% cf thpr:-rkrti ·vafrthJC1:~cm1Vt
explained by independent variables while the other I 5.3% are explained by the other
variables which are not included in this study.
The results of this study indicate that the quatz'ty of service, brand reputatzon
and customer satisfaction have a positive impact on customer satisfaction. The
conclusion is that customer loyalty can be recommended as an input for the
management PT.Bank Medan Iskandar Muda Branch. | en_US |
