The Determinant of BRI Customer Loyalty Using Path Analysis

DOI

10.2991/assehr.k.220301.155How to use a DOI?

Keywords

product quality; promotion; customer satisfaction; customer loyalty

Abstract

Customer satisfaction and loyalty will be fulfilled since the company could provide the best products and promotions programs. The purpose of this study is to determine the effects of product and promotion on customer satisfaction and customer loyalty for BRI Bank in Indonesia, specifically in Nunukan, North Kalimantan. Path analysis will be used for analyzing this research which used 100 customers as respondents. The customers consist of 50 BRI Bank’s customers. By using Smart PLS for analysis path coefficients, while by using SPSS for pre analyzing the validity and reliability test. This research examined that product quality has positive significant effects on customer satisfaction. The promotion program has positive significant effects on customer, Product quality has no significant effect on customer loyalty, while promotion abd customer satisfaction has significant effect customer loyalty.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Rafiqoh Rafiqoh
AU  - Arkas Viddy
PY  - 2022
DA  - 2022/03/04
TI  - The Determinant of BRI Customer Loyalty Using Path Analysis
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2021 (iCAST-SS 2021)
PB  - Atlantis Press
SP  - 934
EP  - 940
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220301.155
DO  - 10.2991/assehr.k.220301.155
ID  - Rafiqoh2022
ER  -