KEPUASAN NASABAH SEBAGAI VARIABEL MEDIASI ANTARA CITRA BPR, KEPRIBADIAN NASABAH, KUALITAS PELAYANAN TERHADAP LOYALITAS NASABAH BPR BKK MANDIRAJA

Abstract

This aims of this research to determine the effect of the brand image on customer satisfaction, the effect of the brand image on customer loyalty, knowing the influence of personality on customer satisfaction, knowing the influence of personality on customer loyalty, knowing the impact of service quality on customer satisfaction, determine the effect of service quality on customer loyalty, knowing the influence of satisfaction customers on customer loyalty, knowing the effect of customer satisfaction as mediating between image, personality and service quality on customer loyalty BPR BKK MandirajaBanjarnegara district. Research conducted on customers BPR BKK MandirajaBanjarnegara district in 2016. The analytical method used is Structural Equation Modelling (SEM). Based on the results of data analysis can be concluded there is the influence of brand image on customer satisfaction, there is the influence of brand image on customer loyalty, there is the influence of personality on customer satisfaction, there is the influence of personality on customer loyalty, there is the influence of service quality on customer satisfaction, there is the influence of service quality on loyalty customers, there is the influence of customer satisfaction on customer loyalty, customer satisfaction is not a mediating variable between image, personality and service quality and customer loyalty. Keywords : Brand Image, Customer Satisfaction, Customer Loyalty