PENGARUH CITRA BCA TERHADAP LOYALITAS NASABAH TABUNGAN BCA CABANG JAMBI

Abstract

This study aims to determine the effect of image BCA BCA Savings on CustomerLoyalty Jambi Branch. The study was conducted on 100 people saving customersTAHAPAN BCA Branch Jambi, as the study sample using cluster sampling methodaccording to the location of branch offices in Jambi and Kacapem BCA BCA placewhere response often conduct a transaction. Primary data were collected by usingobservation, interviews and questionnaires (the validity and realibility been tested).Data were analyzed using multiple linear regression method, test assumptions ofnormality test, and the autocorrelation test, F test and t test From the results of thisstudy concluded that the image consists of the BCA dynamic variable (X1), variablestability and credibility of the BCA, the BCA Identity variables simultaneously has asignificant influence on the Customer Loyalty Savings BCA Branch Jambi withcalculated F value 15.977 (significance F = 0.000 .), and partially each variable has asignificant influence on the Customer Loyalty Savings BCA Branch Jambi. Whilevariable Stability and Flexibility Business BCA has the most dominant influence onloyalty when compared with other variables with t calculate equal to 3.217. Results ofthis study suggest to improve Customer Loyalty of TAHAPAN, BCA needs to maintainand improve the image of the BCA seen from the above three aspects. This studysuggests the need for further research into the facto-other factors that influencecustomer loyalty given the R square of 0.312 or 31.20%, the rest equal to 68.80%influenced by other variables that are not incorporated into the model

Keywords: corporate image, customers loyalty