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