PENGARUH BRAND IMAGE TERHADAP LOYALTY INTENSION MELALUI KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING PADA BANK SYARIAH INDONESIA KCP MAKASSAR PETTARANI

Abstract

The purpose of this research is to analyze and determine the extent of the influence of brand image on loyalty intention through customer satisfaction as an intervening variable at Bank Syariah Indonesia Kcp Makassar Pettarani. This research is a quantitative study that utilizes a quantitative analysis approach based on statistical information. The sampling technique employed is purposive sampling. The data processing and analysis technique used is path analysis. Subsequently, the data is dissected, analyzed, and discussed in relation to the posed issues. The results of this research indicate that brand image has a positive and significant impact on loyalty intention. Brand image is of utmost importance and fundamental in attracting and maintaining customer loyalty, as it significantly influences customer interest in selecting and using the available products and services. Furthermore, brand image has a positive and significant impact on customer satisfaction. Customer satisfaction is crucial for the bank. Brand image has a positive and significant impact on loyalty intention through customer satisfaction. If Bank BSI KCP Pettarani Makassar has a strong brand image, it can influence customer satisfaction, and this satisfaction can foster customer loyalty.