<![CDATA[Research Objectives: This study aims to examine the effects of service quality and trust on customer loyalty at Bank Syariah Indonesia (BSI) Sungai Penuh Sub-Branch Office. Design/ Methodology / Approach Research: This study employed a quantitative approach using a survey method. Data were collected from 60 customers selected through accidental sampling. The research instrument was tested for validity and reliability, and the data were analyzed using multiple linear regression, partial (t-test), simultaneous (F-test), and coefficient of determination (R²) with IBM SPSS Statistics. Research Results: The findings indicate that service quality does not have a significant effect on customer loyalty. In contrast, trust has a positive and significant effect on customer loyalty. Furthermore, service quality and trust simultaneously have a significant effect on customer loyalty. The regression model explains 64.5% of the variation in customer loyalty, while the remaining 35.5% is explained by other factors outside the research model. Implications of Research Results: The findings suggest that strengthening customer trust is more important than merely improving service quality in enhancing customer loyalty. Therefore, Bank Syariah Indonesia should prioritize strategies that reinforce trust through transparent communication, secure banking services, and consistent implementation of Sharia principles while maintaining high service quality.]]>
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