<![CDATA[The purpose of this study is to determine the effect of Service Quality, Product and Cost on Customer Loyalty at PT. Bank Multiarta Sentosa. The population in this study are customers of PT. Bank Multiarta Sentosa totaling 184 customers. The technique of determining the number of samples used in this study is Slovin formula and totaling 65 respondents. The research method used is the technique of collecting data through library research conducted systematically based on research objectives. The analytical method used to solve problems and prove hypotheses with descriptive analysis, regression analysis. This analysis includes validity and reliability, classic assumption test, multiple regression analysis, hypothesis testing through t and F test, and test the coefficient of determination (R2). The t test results Service Quality variable had a positive and significant on Customer Loyalty at PT. Bank Multiarta Sentosa. Product variable had a positive and significant on Customer Loyalty at PT. Bank Multiarta Sentosa. Cost variable variable had a positive and significant on Customer Loyalty at PT. Bank Multiarta Sentosa. The F test results show that the independent variables Service Quality, Product and Cost adjusted for the variable Customer Loyalty. Test results of the coefficient of determination (R2) indicate that Sales Volume variable are supported by Service Quality, Product and Cost variables.]]>
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