PENGARUH CITRA MEREK DAN PROMOSI TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABELMODERASI (Studi Kasus di Bank BPD DIY Syariah)

This study aims to examine the effect of brand image and promotion on customers’ loyalty with customers’ satisfaction as the moderating variable. The object of this research is Bank BPD DIY Syariah. This study uses quantitative method. The data were collected using questionnaires, then distributed to customers of Bank BPD DIY Syariah. 41 questionnaires were collected and analyzed using the SPSS Version 22 application. The results of this study indicate that there is no effect between brand image and promotion on customers’ loyalty with customers’ satisfaction as the moderating variable. The results show that the effect of brand image and promotion on customers’ loyalty is only 28.9% while the other 71.5% were explained by other variables not examined in this study. Meanwhile, the variable Customers’ Satisfaction moderates Brand Image on customers’ loyalty by 32.7%, while 67.3% is explained by other variables not examined in this study. It is known that the effect of brand image on customers’ loyalty shows the value of 0.122 > alpha 0.05. The effect of promotion on customers’ loyalty shows the value of sig 0.011 > alpha 0.05. Customers’ satisfaction strengthens the relationship between brand image and customers’ loyalty with a sig value of 0.032 > alpha 0.05. Customers’ satisfaction strengthens the relationship between promotions and customers’ loyalty with a sig value of 0.602 > alpha 0.05. Thus, all hypotheses in this study were rejected because each variable in this study has no effect.