Abstract

This study aims to identify and analyze the determinants of customer loyalty in the banking sector in Indonesia. The study was conducted within the banking sector, specifically among institutions categorized under BUKU IV, spread across the Jabodetabek region. The research design follows a causal approach utilizing quantitative techniques, subsequently processed and examined through PLS-SEM. The study encompassed a participant pool of 245 respondents. The outcomes of this investigation reveal that customer engagement significantly influences both customer trust and customer commitment. Furthermore, customer trust and customer commitment effectively serve as mediators, enhancing customer loyalty through customer engagement. Additionally, the research corroborates the notion that customer trust can positively impact customer commitment.

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