Research Paper
Year: 2021 | Month: August | Volume: 8 | Issue: 8 | Pages: 196-202
DOI: https://doi.org/10.52403/ijrr.20210827
Effect of Service Quality and Company Image on Customer Loyalty with Satisfaction Customers as Intervening Variables (Case Study of Brilink Agent PT Bank Rakyat Indonesia (Persero) TBK. Medan Region Office)
Apri Hendrawan1, Amrin Fauzi2, Beby Karina Fawzeea3
1,2,3Department of Management, University of Sumatera Utara, Medan, Indonesia.
Corresponding Author: Apri Hendrawan
ABSTRACT
Bank is a business entity that collects funds from the public such as deposits and it will be distributed to the public in the form of credit and / or other forms in order to improve people's lives. The objective of Indonesian banking is to support the implementation of national development in the context of increasing equity, economic growth and national stability towards improving people's welfare. From this objective, banks in Indonesia must carry out their duties and functions properly and be based on the principles of economic democracy. The Brilink agent is one of BRI's breakthroughs to educate people in knowing basic knowledge about financial management by use banking’s products and services. BRI provides financial services through Brilinkagentat remote villages. BRILink agent give service not only provides operational efficiency benefits, but also provides convenience for BRI’s customers and non customers when they making transaction with BRI. Phenomena that often occur in BRI Bank customers against Brilink Agents, both directly and indirectly, such as the quality of service provided to customers that are not up to standard so that it can lead to the customer's decision to return to transactions at Brilink Agents and the impact of these problems will decrease the number of transactions and decreased fee-based income for Brilink agents. The purpose of this study was analyzed the effect of service quality and corporate image on customer loyalty through satisfaction as an intervening variable at the Brilink agent of PT Bank Rakyat Indonesia (Persero) Tbk Medan regional office. The population of this research is customers in the micro segment. Sample criteria are customers who have transaction at Brilink agents, a total sample are 400 respondents. The sampling method used Purposive Sampling. Data analysis was carried out through PLS-SEM using the SmartPLS 3.0 program. The results showed that directly service quality and company image had a positive and significant effect on customer loyalty through customer satisfaction.
Keywords: Service Quality, Company Image, Customer Satisfaction, Customer Loyalty.
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