PENGARUH KUALITAS PRODUK TABUNGAN DAN KUALITAS LAYANAN TERHADAP KEPUASAN NASABAH YANG BERDAMPAK PADA LOYALITAS NASABAH (STRUDI KASUS PADA PT BANK PEMBANGUNAN DAERAH JAWA BARAT DAN BANTEN, TBK DI WILAYAH DEPOK)

This study aims to examine the effect of quality savings products and service quality on customer satisfaction that have an impact on customer loyalty and the implementation of strategies in increasing customer loyalty. The method used in this study uses a quantitative method by distributing questionnaires to 200 respondents by using a purposive sampling technique, which is all savings customers of PT Bank Pembangunan Daerah Jawa Barat dan Banten in the Depok area consisting of 77,881 customers. The results of the questionnaire filling data are then analyzed descriptively and quantitatively, descriptive analysis is used to describe the characteristics of respondents and research variables based on the results of questionnaires, while quantitative analysis is done using Structural Equation Modeling (SEM) analysis techniques with the help of the LISREL program. Based on the results of the analysis, it was concluded that the quality of savings products and service quality had a positive and significant effect on bank customer satisfaction, the subsequent results showed that the quality of savings products, service quality and customer satisfaction had a positive and significant effect on customer loyalty. This shows that high product quality and service quality can increase customer satisfaction which in turn will increase customer loyalty