THE EFFECT OF BANK IMAGE AND TRUST ON LOYALITY MEDIATED BY CUSTOMER SATISFACTION
Abstract: The purpose of this
study is to analyze the effect of the bank’s image and trust on customer
satisfaction, as well as the effect of the image of the bank, trust, and
satisfaction on customer loyalty. The study used sample of 100 people who were
taken by purposive sampling technique. This research utilized multiple linear
regression analysis and path analysis. Based on the hypothesis test, the
results show that the image of the bank was significantly has positive effect
on customer satisfaction, but trust has no significant effect on customer
satisfaction. In addition, the bank’s image has no significant effect on
customer loyalty. Moreover, trust and customer satisfaction significantly have
positive effect on customer loyalty. Mediation test shows that customer
satisfaction mediates the effect of the bank’s image on customer loyalty and
customer satisfaction does not mediate trust on customer loyalty.
Author: Sumadi, Euis Soliha
Journal Code: jpmanajemengg150038
