Analisis Pengaruh Kepercayaan dan Kepuasan terhadap Loyalitas Nasabah Tabungan Bank Mandiri KC Malang

Ahmad Dailamy Al Haqqi

doi:10.61132/maeswara.v4i5.2967

Authors

Ahmad Dailamy Al Haqqi Politeknik Negeri Malang

DOI:

https://doi.org/10.61132/maeswara.v4i5.2967

Keywords:

Bank Mandiri, Banking Services, Customer Loyalty, Satisfaction, Trust

Abstract

This study aims to analyze the influence of trust and satisfaction on the loyalty of savings account customers at Bank Mandiri KC Malang. The research is motivated by increasingly intense banking competition and the evolution of digital services, where customer loyalty is increasingly shaped by service experiences, trust levels, and the bank's ability to meet customer expectations. A quantitative approach utilizing explanatory research was employed. Primary data were collected via structured questionnaires distributed to 81 savings account customers at Bank Mandiri KC Malang using simple random sampling. Data analysis encompassed tests for validity, reliability, classical assumptions, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that trust has a significant effect on customer loyalty, with a calculated t-value of 14.010 and a significance level of 0.000. Satisfaction was also found to significantly influence loyalty, with a calculated t-value of 12.759 and a significance level of 0.000. Simultaneously, trust and satisfaction significantly influenced loyalty, yielding a calculated F-value of 744.253 and a significance level of 0.000. An R-square value of 0.796 indicates that 79.6% of the variation in customer loyalty can be explained by these two variables, while the remaining 20.4% is influenced by factors outside the model. These findings underscore the importance of enhancing trust and service satisfaction to strengthen the relationship between the bank and its customers.

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