The Determinant of BRI Customer Loyalty Using Path Analysis
- 10.2991/assehr.k.220301.155How to use a DOI?
- product quality; promotion; customer satisfaction; customer loyalty
Customer satisfaction and loyalty will be fulfilled since the company could provide the best products and promotions programs. The purpose of this study is to determine the effects of product and promotion on customer satisfaction and customer loyalty for BRI Bank in Indonesia, specifically in Nunukan, North Kalimantan. Path analysis will be used for analyzing this research which used 100 customers as respondents. The customers consist of 50 BRI Bank’s customers. By using Smart PLS for analysis path coefficients, while by using SPSS for pre analyzing the validity and reliability test. This research examined that product quality has positive significant effects on customer satisfaction. The promotion program has positive significant effects on customer, Product quality has no significant effect on customer loyalty, while promotion abd customer satisfaction has significant effect customer loyalty.
- © 2022 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Rafiqoh Rafiqoh AU - Arkas Viddy PY - 2022 DA - 2022/03/04 TI - The Determinant of BRI Customer Loyalty Using Path Analysis BT - Proceedings of the International Conference on Applied Science and Technology on Social Science 2021 (iCAST-SS 2021) PB - Atlantis Press SP - 934 EP - 940 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.220301.155 DO - 10.2991/assehr.k.220301.155 ID - Rafiqoh2022 ER -