PENGARUH SERVIS QUALITY DAN KEPERCAYAAN NASABAH TERHADAP LOYALITAS NASABAH PADA BANK MUAMALAT CABANG BENGKULU

Abstrak

This study aims to analyze the effect of Service quality and customer trust on customer loyalty at Bank Muamalat Bengkulu Branch. Service quality is measured through aspects such as reliability, responsiveness, assurance, empathy, and physical appearance. Customer trust is considered an important factor in building long-term relationships between banks and customers. The research method used is a survey by distributing questionnaires to customers of Bank Muamalat Bengkulu Branch. The research sample was taken randomly and involved a number of respondents representing bank customers. The collected data were analyzed using regression techniques to assess the effect of independent variables (Service quality and customer trust) on the dependent variable (customer loyalty). Based on the results of multiple linear regression, the following equation form is obtained: Y = 0.556 + 0.575X1 + 0.7427 X2. The results of this study indicate that Service quality and customer trust have a positive and significant influence on customer loyalty at Bank Muamalat Bengkulu Branch. Therefore, banks need to pay attention and improve the quality of service provided to customers and build customer trust in order to strengthen long-term relationships and increase customer loyalty.
Keywords: Service Quality, Customer Trust, Customer Loyalty