<![CDATA[ABSTRAKPenelitian ini menguji pengaruh citra produk tabungan BritAma terhadap kepuasan nasabah PT. Bank Rakyat Indonesia (Persero), Tbk. Cabang Jember, menguji pengaruh citra produk tabungan BritAma terhadap PT. Bank Rakyat Indonesia (Persero), Tbk. Cabang Jember, dan menguji pengaruh kepuasan nasabah terhadap loyalitas nasabah PT. Bank Rakyat Indonesia (Persero), Tbk. Cabang Jember. Populasi dalam penelitian ini adalah pemilik rekening tabungan BritAma sampai dengan Bulan Desember 2017 mencapai 19.527 rekening. Teknik atau metode pengambilan sampel yang digunakan adalah teknik non probability sampling, yaitu dengan cara accidental sampling. Model analisis yang digunakan dalam penelitian ini adalah analisis Structural Equation Modeling (SEM). Hasil penelitian menyatakan bahwa citra produk berpengaruh signifikan terhadap kepuasan nasabah . Citra produk berpengaruh signifikan terhadap loyalitas nasabah PT. Bank Rakyat Indonesia (Persero), Tbk. Cabang Jember kepuasan nasabah berpengaruh signifikan terhadap loyalitas nasabah PT. Bank Rakyat Indonesia (Persero), Tbk. Cabang Jember Kata Kunci: citra produk, kepuasan nasabah, dan loyalitas nasabahABSTRACTThis research aims to analyzes the effect of brand image BritAma on customer satisfaction of PT. Bank Rakyat Indonesia (Persero), Tbk Jember Branch Office’s, analyzes the effect of brand image BritAma on customer loyalty of PT. Bank Rakyat Indonesia (Persero), Tbk Jember Branch Office’s, also analyzes the effect customer satisfaction on customer loyalty of PT. Bank Rakyat Indonesia (Persero), Tbk Jember Branch Office’s. The populations in this study are all customers of BritAma on PT. Bank Rakyat Indonesia (Persero), Tbk Jember Branch Office’s recorded until December 2017 amount 19.527 accounts. Techniques or sampling method used was non probability sampling technique that is accidental sampling. Analysis model used in this research is the analysis of Structural Equation Modeling (SEM). Results of this research show that the brand image BritAma significantly effect on customer satisfaction. The brand image BritAma significantly effect on customer loyalty of PT. Bank Rakyat Indonesia (Persero), Tbk Jember Branch Office’s. And, the customer satisfaction has a significant effect on customer loyalty of PT. Bank Rakyat Indonesia (Persero), Tbk Jember Branch Office’s .Key Words: brand image, customer satisfaction, and customer loyalty]]>
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