ANALISIS PENGARUH KUALITAS LAYANAN DAN BRAND IMAGE TERHADAP LOYALITAS NASABAH PADA PT. BANK TABUNGAN NEGARA (PERSERO) TBK. KANTOR CABANG KELAPA GADING SQUARE

Frike Winona 1313.1111.526 "Analysis the effect of Service Quality and Brand Image On Customer Loyalty At PT. Bank Tabungan Negara (Persero) Tbk. Kelapa Gading Square Branch Office", 118 pages, 61 tables, 9 pictures and 6 attachments, Jakarta 2017.

Many factors affect customer loyalty, so to improve customer loyalty can be done by providing the best quality of service and foster positive brand image. The research aims to analyze the effect of Service Quality and Brand Image On Customer Loyalty At PT. Bank Tabungan Negara (Persero) Tbk. Kelapa Gading Square Branch Office.

Research conducted at PT. Bank Tabungan Negara (Persero) Tbk. Kelapa Gading Square Branch Office for five months from March until July 2017. Data collection methods in carrying out this research using tools SPSS version 24 with a questionnaire distributed to 78 respondents. The data were analyzed using Likert scale method. From linear regression test with result Ŷ = 28,450 + 0,189X1, Ŷ = 25,200 + 0,270X2 and Ŷ = 20,882 + 0,137X1 + 0,240X2. The correlation coefficient test is Rx1 = 0,226, Rx2 = 0,322 and Rx1x2 = 0,359. Test of coefficient of determination X1 to Y is 5,1%, X2 to Y is 10,3%, X 1X2 to Y 12,9%. The statistic test T X1 to Y shows that t count 2.027 bigger than t tabel 1.99167, X2 holds Y indicates t count of 2,962 bigger than t tabel 1.99167. Test statistic F X1X2 to Y shows f count 5,558 bigger than f tabel 3.12. The results of this study partially and simultaneously show that the variable quality of service and brand image significantly influence customer loyalty variables.

Reference books have 12 books (2004-2017), 8 journals, 6 websites.
Mentors: Arifin Nugroho and Zurlina Lubis.

Keywords: Service Quality, Brand Image, Loyalty