<![CDATA[Increasingly fierce competition in the banking industry is driving every bank to improve service quality and build a positive Brand Image in order to maintain customer loyalty. This study aims to analyze the influence of service quality and Brand Image on customer loyalty at Bank BCA. This study employs a quantitative approach using a survey method, in which questionnaires were distributed to 96 Bank BCA customers selected using purposive sampling. Data analysis was performed using multiple linear regression with SPSS, including validity tests, reliability tests, classical assumption tests, hypothesis testing, and the coefficient of determination. The results of the study indicate that service quality has a positive and significant effect on customer loyalty, with a significance value of 0.001 (<0.05). Brand Image also has a positive and significant effect on customer loyalty, with a significance value of 0.000 (<0.05). Simultaneously, service quality and Brand Image have a significant effect on customer loyalty, with an F-test significance value of 0.000 (<0.05). The adjusted R-squared value of 0.701 indicates that service quality and Brand Image account for 70.1% of the variation in customer loyalty, while the remaining 29.9% is influenced by other factors outside the research model. This study concludes that improving service quality and strengthening Brand Image are key factors in enhancing customer loyalty at Bank BCA.]]>
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