The Effect of Relationship Marketing, Service Quality, and Brand Image on Customer Loyalty at BUMDESMA Sidayu Sejahtera lkd

Abstract

The sustainability of community-based financial institutions depends on their ability to maintain customer satisfaction and loyalty. This study examines the effects of Relationship Marketing, Service Quality, and Brand Image on Customer Loyalty through Customer Satisfaction among customers of BUMDESMA Sidayu Sejahtera lkd. A quantitative causal research design was employed, involving 346 respondents selected from a population of 2,578 active customers. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The findings reveal that Relationship Marketing, Service Quality, and Brand Image significantly influence both Customer Satisfaction and Customer Loyalty. Furthermore, Customer Satisfaction has a significant positive effect on Customer Loyalty and serves as an important mediating mechanism. The results highlight the importance of strengthening customer relationships, improving service quality, and maintaining a positive institutional image to enhance long-term customer loyalty.