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Action Research Literate (ARL)
Published by Ridwan Institute
ISSN : 26139898     EISSN : 28086988     DOI : https://doi.org/10.46799
Core Subject : Education, Social,
Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences
Action Research Literate is a scientific journal in the form of research and can be accessed openly. This journal is published biannual by Syntax Corporation Indonesia. Development of the company make the this Journal is transferred management to the Ridwan Institute which became the part of of Syntax Corporation Indonesia. Action Research Literate provides a means for ongoing discussion of relevant issues that fall within the focus and scope of the journal that can be empirically examined. This journal publishes research articles covering multidisciplinary sciences, which includes: Humanities and social sciences, contemporary political science, Educational sciences, religious sciences and philosophy, economics, Engineering sciences, Health sciences, medical sciences, design arts sciences and media.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
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Search results for , issue "Vol. 10 No. 5 (2026): Action Research Literate" : 1 Documents clear
The Role of Brand Attachment and Brand Trust on Customer Retention with Brand Loyalty as Mediating Variable: Evidence from Bank BJB Medan Branch Maulana Ishaq, Muhammad; Tuah Nasution , Muhammad Dharma; Widodo , Slamet
Action Research Literate Vol. 10 No. 5 (2026): Action Research Literate
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/arl.v10i5.3093

Abstract

The increasing competition in the banking industry has encouraged financial institutions to strengthen customer relationships in order to maintain long-term customer retention. In this context, brand attachment and brand trust are considered important determinants in shaping brand loyalty and customer retention. This study aims to examine the role of brand attachment and brand trust on customer retention with brand loyalty as a mediating variable at Bank BJB Medan Branch. The research employed a quantitative approach using a cross-sectional survey design. Data were collected from 154 active customers selected through purposive sampling. The analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0 software. The findings reveal that brand trust has a strong and significant effect on brand loyalty, while brand attachment has a weaker but still significant influence on loyalty. Furthermore, brand loyalty significantly affects customer retention. The mediation analysis indicates that brand loyalty successfully mediates the relationship between brand trust and customer retention, whereas the mediating effect between brand attachment and customer retention is not significant. The results demonstrate that trust plays a more dominant role than emotional attachment in maintaining customer relationships within the banking sector. In conclusion, Bank BJB should prioritize trust-building strategies through transparency, service reliability, and customer-oriented communication to strengthen loyalty and improve long-term customer retention.

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