PENGARUH CITRA PERUSAHAAN, KUALITAS LAYANAN, DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN KOPERASI SETIA BHAKTI WANITA SURABAYA JAWA TIMUR

Abstract

As the business condition becomes competitively, loyalty is considered very important. While, co-operation is one of the financial institution services which given improved value than their competitor in order to maintain its business. This research aimed to find out the effect of brand image, service quality, and customers’ satisfaction and customers’ loyalty of Setia Bhakti Wanita Co-operation, East Java, Surabaya. The data collection technique used purposive sampling, in which the sample was based on criteria given. In line with, there were 100 respondents of active member with minimum 5 years membership and loan transaction, also with the minimum educational background of senior high school as sample. Moreover, the data analysis technique used multiple linear regression. The research result concluded brand image, service quality, and customers’ satisfaction had positive and significant effect on the customers’ loyalty. This happened as the brand image, service quality, customers’ satisfaction of Setia Bhakti Wanita Co-operation, East Java, Surabaya had fulfilled the customers’ needs and expectation. As consequence, there was an increase of customers’ loyalty. In brief, Setia Bhakti Wanita Co-operation, East Java, Surabaya was expected to maintain a good brand image in the future. In addition, the co-operation needed to focus more in giving its best quality service as well as improving the supporting aspects of the customers’ satisfaction since it would affect the customers’ loyalty.

Keywords: brand image, service quality, customers’ satisfaction, customers loyalty.