<![CDATA[Competition in today's business world is getting tougher. this affects particularly kapadaBRI in 2012. BRI bank customers BritAma savings each month fluctuated. AlthoughBritAma already provide product attributes that can compete with other banks, but stillcan not reach the target. This study aims to research how much influence of the qualityproduct, features product, and design product by BritAma to customer loyalty BRIPattimura Semarang.The population in this study are BritAma customer of BRI Pattimura Semarang. Thesample in this study were randomly conducted using non probability sampling techniqueand accidental sampling method. The analysis used in this study is multiple liniearregression analysis, by using the stage of tes validity, test reliability, and classicalassumption tes. And then the hypothesis is evidenced by t test, F test, and coefficient ofdetermination (R²).The result of multiple liniear regression analysis that has been done shows that allindependent variables, the quality product, fitur product, and desaign product have a positiveinfluence on the dependent variable, customer loyalty. The independent variable is the mostinfluential of the dependent variable is the variable fitur product (0,433), followed by qualityproduct (0,306), and then desaign product (0,274). And the coefficient of determination(adjusted R²) is 0,503. This means that 50,3% customer loyalty is affected by variable qualityproduct, fitur product, and desaign product. While the ramaining 49,7% is influenced byother variables that are not addressed in this study.Key Word : customer loyalty, quality product, features product, design product]]>
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