A Study On Service Quality And Customer Satisfaction To Enhance Loyalty At PT Bpr Syariah Harta Insan Karimah

Abstrak

This research was conducted to measure service quality and customer satisfaction in enhancing customer loyalty at PT BPR Syariah Harta Insan Karimah. In this research, service quality and customer satisfaction act as independent variables, while customer loyalty is designated as the dependent variable. The study employed a quantitative approach using purposive sampling for sample selection, involving 100 respondents. The data collection process involved the use of questionnaires developed based on relevant indicators for each variable. Data analysis was performed conducting multiple linear regression to assess both collective and independent influences The study concludes that the combined effect of service quality and customer satisfaction positively and significantly impacts customer loyalty. This indicates that optimal service and high levels of satisfaction can lead to increased loyalty. However, when tested partially, only service quality has a positive and significant effect on customer loyalty, whereas customer satisfaction does not show a significant impact. Findings stress that service quality plays a pivotal role in establishing and strengthening customer loyalty