The Influence of Corporate Image and Customer Experience on Loyalty, with Satisfaction as a Mediating Variable (A Study of Credit Customers at PT. BPR BKK Jateng, Surakarta Branch)
Abstract
Customer loyalty is one of the important factors in improving banking performance and sustainability. Customer loyalty can be influenced by corporate image, customer experience, and customer satisfaction. This study aims to analyze the influence of corporate image and customer experience on customer loyalty with customer satisfaction as a mediating variable at PT BPR BKK Jateng (Perseroda) Surakarta Branch Office. The study population was 1,625 credit customers with a sample of 110 respondents selected using a purposive sampling technique. Data collection was carried out using a questionnaire with a Likert scale of 1–7. Data analysis included validity tests, reliability tests, multiple linear regression, coefficient of determination tests (Adjusted R²), F tests, t tests, and Sobel tests. The results of the study show that in Model I, corporate image has a positive and significant effect on customer satisfaction (β = 0.768; sig. = 0.000) and customer experience has a positive and significant effect on customer satisfaction (β = 0.162; sig. = 0.005), with an Adjusted R² value of 0.707. In Model II, corporate image (β = 0.538; sig. = 0.000), customer experience (β = 0.113; sig. = 0.039), and customer satisfaction (β = 0.312; sig. = 0.001) have a positive and significant effect on customer loyalty with an Adjusted R² value of 0.753. The results of the Sobel test show that customer satisfaction is able to partially mediate the influence of company image on customer loyalty (Z = 4.0139; sig. = 0.0001) and fully mediate the influence of customer experience on customer loyalty (Z = 4.9329; sig. = 0.0000).
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