PENGARUH KUALITAS LAYANAN DAN KEDEKATAN EMOSIONAL TERHADAP LOYALITAS NASABAH BANK NEGARA INDONESIA (BNI) CABANG MALANG

This study seeks to examine the impact of service quality and emotional closeness on customer loyalty at Bank BNI (Bank Negara Indonesia) Malang Branch Office. This research falls under the category of explanatory research employing a quantitative approach to validate the proposed hypotheses. The research method is conducted through a questionnaire to 120 customers of Bank BNI Malang Branch in Malang City and data analysis using multiple linear regression, determination coefficient test, and hypothesis testing with t test and dominant test. The results show that the more service quality and emotional closeness increase, the more customer loyalty will also increase. The findings also indicate that service quality exerts the most influential impact on customer loyalty. The conclusion of this study is that service quality and emotional closeness have a positive and significant effect on customer loyalty.