This study aims to determine the effect of service quality, customer
satisfaction, corporate image, and customer value on customer loyalty. The
population in this study were customers of PT BSI (Persero), Tbk Purwokerto
Sudirman Branch Office 1. The sample selection model in this study was carried
out by purposive sampling and obtained 135 respondents. The data analysis
technique used in this study is multiple regression analysis. The results of data
analysis show that service quality, customer satisfaction, company image, and
customer value have a positive and significant effect on customer loyalty.