Pengaruh Budaya Layanan, Customer Value, Dan Brand Equity Terhadap Loyalitas Nasabah Produk Pembiayaan Pensiun Di Bank Syariah Indonesia KC Bengkulu Sudirman

Abstract

The aim of this research is to determine the influence of service culture, customer value and
brand equity on customer loyalty for pension financing products at Bank Syariah Indonesia
KC Bengkulu Sudirman. This research uses quantitative methods with multiple linear
regression analysis methods. The samples used were 110 samples determined by purposive
sampling. The results of this research show that simultaneously service culture, customer
value and brand equity have a positive and significant effect on customer loyalty for pension
financing products at Bank Syariah Indonesia KC Bengkulu Sudirman, this is proven by the
calculated F value of 66,541 and a significant value of 0.000 < 0.05. Partially 1) service
culture has a positive and significant effect on customer loyalty with a significant value of
0.000 < 0.05. 2) customer value has a positive and significant effect on customer loyalty with
a significant value of 0.000 < 0.05. 3) brand equity has a positive and significant effect on
customer loyalty with a significant value of 0.000 < 0.05