Pengaruh Nilai Pelanggan, Kualitas Pelayanan Dan Kedekatan Emosional Terhadap Loyalitas Nasabah (Studi Kasus Pada BPR Bekonang)

This study aims to determine whether the dimensions of customer value, service quality and emotial closeness influence the loyalty of BPR Bekonang customers.The population in this study were BPR Bekonang customers. The samples taken ware 100 respondents using the Non-Probability Sampling technique with a Purposive sampling apporoach, namely sampling based on a specific target, while the sampling criteria ware respondents who used BPR Bekonang products. Based on the result of the study, the result of the study, the regression equation is obtained as follows: Y = 0,273 X1 – 0,046 X2 + 0,726 X. Based on the analysis of statistical data, the indicators in this study are valid and the variables are reliable. In testing classical assumptions, the regression model is free from multicolonity, there is no heteroscedasticity, and normal distribution. The individual sequence of each of the most influential variables is the emotional closeness variable with a regression coefficient of 0,726, then the customer value variable with a regression coefficient of 0,273, then followed by the service quality variable with a regression corfficient of -0,046. BPR Bekonang needs to maintain the elements that have been valued by the customer and need to improve things that are still lacking. Keywords : Customer Value, Service Quality, Emotional Closeness, Loyalt