PENGARUH CITRA MEREK PRODUK TABUNGAN “BUNG ANDI” TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING (Studi Pada Nasabah Tabungan “ Bung Andi” Koperasi Prajurid Sitiarjo)

This research aims to determine the influence of the brand image of the savings product "Bung Andi" on member loyalty which is mediated by member satisfaction. A total of 271 members of the special savings account "Bung Andi" were sampled in the research by choosing a probability sampling technique, namely simple random sampling, in the sampling process. Data was collected through questionnaires. Data analysis was carried out using path analysis assisted by SmartPLS 3.0 software. The research results show that brand image has a positive and significant effect on member satisfaction, brand image has a positive and significant effect on member loyalty, member satisfaction has a positive and significant effect on member loyalty, and brand image has a positive and significant effect on member loyalty which is mediated by member satisfaction. This research is intended to provide an overview of the company to improve the brand image of the savings product "Bung Andi" towards member loyalty in the future.