PENGARUH KEPERCAYAAN, KUALITAS PRODUK TERHADAP KEPUASAN DAN LOYALITAS NASABAH TABUNGAN BANK BRI DISURABAYA

The increasing intensity of competition and number of competitors requires each bank to pay attention to customer’s needs and desires and try to fulfill what customer expect in a more superior and satisfactory than other competitors.The aim of this research is to asses the influence of trust and product qualityon customer satisfaction and loyalty BRI in Surabaya.100 respondents were selected using judgment sampling method.The respondents were the BRI savings customer in Surabaya. The hypotheses were examined using a SEM analysis by Partial Least Square (PLS) Techniques. The result showed that the influence of trust has no significant effect on customer satisfaction of BRI savingscustomers in Surabaya, while Product Quality has significant effect on customer satisfaction of BRI savings andthen customer satisfaction significantly influencescustomer Loyalty of BRI savings customers in Surabaya.The finding of this study suggests that Bank BRI Surabaya should pay attentions to product quality and customer satisfaction in order to increase customer loyalty. Key words : Truts, quality products, satisfaction, customers loyalty, Bank BRI Surabay