<![CDATA[Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Layanan dan Citra Merek terhadap Kepuasan Nasabah serta implikasinya terhadap Loyalitas Nasabah Bank Asing X cabang WTC Sudirman Jakarta. Objek yang digunakan pada penelitian ini adalah Nasabah Bank Asing X cabang WTC Sudirman, dengan 84 nasabah terpilih. Adapun teknik analisis yang digunakan adalah Structural Equation Modelling (SEM) dibantu dengan program Partial Least Square (PLS) Versi 3.0. Hasil penelitian menunjukkan bahwa Kualitas Layanan berpengaruh positif dan signifikan terhadap Kepuasan Nasabah, hasil yang sama berupa positif dan signifikan untuk Citra Merek terhadap Kepuasan Nasabah, Kualitas Layanan terhadap Loyalitas Nasabah, Citra Merek terhadap Loyalitas Nasabah, dan Kepuasan Nasabah terhadap Loyalitas Nasabah. Kata Kunci: Kualitas Layanan, Citra Merek, Kepuasan Nasabah, Loyalitas Nasabah. Abstract: This study aims to analyze the Service and Brand Image of Customer Satisfaction and its implication for Customer Loyalty of Foreign Bank X WTC Sudirman Jakarta branch. The object in this study is the Foreign Bank X Customers of WTC Sudirman Branch, with 84 customers were selected. The analytical technique used is Structural Equation Modeling (SEM) assisted by Partial Least Square (PLS) version 3.0. The results showed that Service Quality has positive and significant effect on Customer Satisfaction, similar result with positive and significant effect also for Brand Image on Customer Satisfaction, Service Quality on Customer Loyalty, Brand Image on Customer Loyalty, and Customer Satisfaction toward Customer Loyalty. Keyword: Service Quality, Brand Image, Customer Satisfaction, Customer Loyalty.]]>
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