Influence service Quality, Company Brand Image, Ease Of Use Of Technology And Customer Relationship Management Towards Customer Loyalty At PT. Media Nusantara Citra Bank (MNC) International Batam Branch

Gusti Anugerah  Dwi Anggita Puteri; Sumardin; Sabri

doi:10.63922/ijebir.v5i05.6635

Gusti Anugerah Dwi Anggita Puteri Universitas Ibnu Sina Batam
Sumardin Universitas Ibnu Sina Batam
Sabri Universitas Ibnu Sina Batam

DOI: https://doi.org/10.63922/ijebir.v5i05.6635

Keywords: Service Quality, Company Brand Image, Ease of Use of Technology, Customer Relationship Management, Customer Loyalty

Abstract

This research was conducted on customers of PT. Media Nusantara Citra Bank (MNC) International Batam Branch. The number of respondents in this study was 67 respondents. The research tool in writing this thesis was a questionnaire and the analysis tool used was SPSS 19. This research was conducted for four months. In testing the hypothesis whether the Service Quality variable influences Customer Loyalty, then Because t count (3,912) > t table (1,675), then Ho is rejected and H1 is accepted, meaning; The regression coefficient is significant or the Service Quality variable has an effect on Customer Loyalty. In testing the hypothesis whether the Brand Image variable has an effect on Customer Loyalty, then Because t count (5.326) > t table (1,675), then Ho is rejected and H1 is accepted, meaning; The significant regression coefficient or Brand Image variable has an effect on Customer Loyalty variable. In testing the hypothesis whether the IT Usability variable has an effect on Customer Loyalty, then Because t count (8.212) > t table (1.675), then Ho is rejected and H1 is accepted, meaning; The significant regression coefficient or IT Usability variable has an effect on Loyalty variable. In testing the hypothesis whether the Customer Relationship Management variable has an effect on Customer Loyalty, then Because t count (10.726) > t table (1.675), then Ho is rejected and H1 is accepted, meaning; The significant regression coefficient or Customer Relationship Management variable has an effect on Customer Loyalty variable. In testing the hypothesis whether the Service Quality (X1), Brand Image (X2), IT Usability (X3) and Customer Relationship Management (X4) variables simultaneously have an effect on Customer Loyalty (Y). The Anova test produced a calculated F value of 192.611 > F table of 2.80 with a significance level (probability number) of 0.05. If calculated F value > F table, then Ho is rejected and H1 is accepted. Therefore, the regression coefficients of Service Quality, Brand Image, Ease of Use of IT, and Customer Relationship Management together have a significant effect on the Customer Loyalty variable.

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