PENGARUH CITRA PERUSAHAAN DAN KEPERCAYAAN TERHADAP LOYALITAS NASABAH PADA BANK BNI 46 CABANG SAMARINDA

Abstract

The objectives of this research are: 1) To determine and analyze the influence of company image on customer loyalty at Bank BNI Samarinda Branch. 2) To determine and analyze the influence of Trust on customer loyalty at Bank BNI Samarinda Branch. 3) To find out and analyze the influence of corporate image and trust together on customer loyalty at Bank BNI Samarinda Branch.

The theoretical basis used is marketing management, especially regarding company image, customer trust and loyalty. This research was conducted only at Bank BNI Samarinda Branch regarding the influence of company image and trust on customer loyalty. The research was conducted from January - May 2024. The sample taken was 100 respondents using the purposive sampling method. Data collection techniques use field research and library research. Data collection by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in this research uses multiple linear regression analysis.

The research results show that 1 Corporate Image has a significant effect on Customer Loyalty of Bank BNI Samarinda Branch due to Bank BNI's good reputation such as service that is responsive to customer complaints and Bank BNI has high credibility. 2) Trust has a significant effect on Customer Loyalty of Bank BNI Samarinda Branch because the company is able to provide satisfaction to customers such as good service quality, guaranteed security when making transactions and the company always provides open information to customers. 3) Company Image and Trust simultaneously influence customer loyalty at Bank BNI Samarinda Branch because a good company image will increase trust so that they are more loyal to Bank BNI Samarinda Branch.