Pengaruh Brand Image dan Brand Trust terhadap Loyalitas Nasabah Bank BCA KCU Solo Slamet Riyadi Surakarta

Abstract

 This study aims to analyze the effect of brand image and brand trust on customer loyalty at Bank BCA KCU Solo Slamet Riyadi Surakarta. This research used a quantitative approach with a survey method. The sampling technique used purposive sampling with 100 active customers of Bank BCA KCU Solo Slamet Riyadi Surakarta as respondents. Data were collected through questionnaires using a Likert scale and analyzed using SPSS 25. Data analysis techniques included validity test, reliability test, classical assumption test, multiple linear regression analysis, t-test, F-test, coefficient of determination, and Spearman Rank Correlation test because the data were not normally distributed. The results showed that brand image had no significant effect on customer loyalty with a significance value of 0.761 > 0.05. Meanwhile, brand trust had a positive and significant effect on customer loyalty with a significance value of 0.001 < 0.05. Simultaneously, brand image and brand trust significantly affected customer loyalty with a significance value of 0.001 < 0.05 and an adjusted R-square value of 0.760. The findings indicate that customer loyalty is more influenced by customer trust in the bank rather than brand image alone.