Analisis Pengaruh Kualitas Layanan, Kepercayaan, Dan Citra Bank Terhadap Loyalitas Nasabah Pada Bank BNI

Abstract

This study aims to analyze the effect of service quality, trust, and bank image on customer loyalty at Bank BNI. The increasingly competitive banking industry requires banks to maintain customer loyalty by improving service quality, building trust, and strengthening their brand image. This research employs a quantitative approach using the Partial Least Squares-Structural Equation Modeling (PLS- SEM) technique to process data collected from a survey of 300 Bank BNI customers in Surabaya. The findings indicate that service quality has a positive and significant effect on trust and bank image. Trust is also found to mediate the relationship between service quality and customer loyalty. Additionally, bank image plays a crucial role in strengthening customer trust and enhancing their loyalty to the bank. Therefore, Bank BNI must continuously improve service quality, maintain a positive brand image, and build customer trust to sustain loyalty amid intense banking competition. Keywords: Service quality, Trust, Bank image, Customer loyalty, PLS-SE