Pengaruh Kualitas Pelayanan dan Nilai Nasabah Terhadap Loyalitas Nasabah Pada Koperasi Simpan Pinjam Artha Sedana di Tabanan

Loyalty is a valuable asset for every company where this can be an advantage to compete with similar companies. The purpose of this study was to determine the effect of service quality and customer value on customer loyalty at the Artha Sedana Savings and Loan Cooperative in Tabanan, both racially and simultaneously. The sample size was determined by using the Slovin formula and determining 95 respondents using purposive sampling technique and hypothesis testing using multiple linear regression analysis. The results of the analysis show that service quality and customer value have a positive and significant effect on customer loyalty of the Artha Sedana Savings and Loan Cooperative in Tabanan partially and simultaneously. The suggestion in this research is to maintain customer loyalty through the factors of service quality and customer value