<![CDATA[The purpose of this study was to analyze the effect of service quality on banking image at BNI KC Simpang Rimbo Jambi City. The population in this study were customers of BNI KC Simpang Rimbo Jambi City, totaling 9,359 customers until 2020. The size or number of samples in this study was determined based on the theory developed by Slovin with a margin of error of 10% so that a sample size of 100 customers was obtained. The approach in this study uses a quantitative approach with survey methods and uses simple linear regression equation data analysis assisted by SPSS 21.0 software for windows. However, before the analysis is carried out, the data quality test is first carried out through validity and reliability tests and classical assumption tests. Then test the hypothesis through t test (partial). From the results of the analysis concluded that the quality of service has a positive and significant effect on the image of the bank.]]>
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