PENGARUH KEPERCAYAN MEREK, KUALITAS YANG DIRASA, DAN KUALITAS LAYANAN TERHADAP LOYALITAS NASABAH PRODUK TABUNGAN BANK BRI DI SURABAYA

The research was motivated by the phenomenon of competition in the banking industry in order to gain customer loyalty. Suffecient quantity of banks, especially in this area Surabaya, to create a customer loyalty of Bank Rakyat Indonesia Surabaya need to maintain and improve new strategies to retain customers to remain loyal even increase the number of customers. Bank Rakyat Indonesia Surabaya should be able to increase brand trust, perceived quality, and service quality to gain customer loyalty of the product savings. After review of the literature and formulation of hypotheses, data collected through questionnaire method on 100 respondents that has product savings on Bank Rakyat Indonesia obtained by using judgetment sampling technique. Then Conducted an analysis of data obtained by using multiple regression analysis techniques. This analysis includes : Validity and realibility, the classic assumption test, multiple regression analysis, hypothesis testing via t test and f test. The result showed that the influence of brand trust of product savings in Bank Rakyat Indonesia is not significant, but in the other variable perceived quality and service quality are showed significant. The finding of this study suggests that Bank Rakyat Indonesia should creat innovation of brand trust in order to increase customer loyalty of the product saving in Bank Rakyat Indonesia Surabaya. Key words : Brand Trust, Perceived quality, Service Quality, and Customer Loyalt