international journal management and marketing

Determinants of Customer’s Equity: An Empirical Studies onBPRS Customers in Ex Banyumas Residency Central JavaAbdullah Muksin*, Ruwaida Ruwaida, Zainal Arifin, Aniza Nur Madyanti, Safri Safri1Faculty of Economic and Bussines, Universitas Persada Indonesia Y.A.I, Jakarta, Indonesia, 2Faculty of Economic and Bussines,Universitas Persada Indonesia Y.A.I, Jakarta, Indonesia,3Faculty of Economic and Bussines, Universitas Persada Indonesia Y.A.I,Jakarta, Indonesia, 4Faculty of Economic and Bussines, Universitas Persada Indonesia Y.A.I, Jakarta, Indonesia, 5Faculty of Economicand Bussines, Universitas Persada Indonesia Y.A.I, Jakarta, Indonesia. *Email: dudungab@yahoo.co.ukABSTRACTThe purpose of this paper is to find and analyze the determinants that significantly BPRS Customers Equity in ex. Banyumas residency, CentralJava. Problems of this research formulated in 7 hypotheses that SEM tests analysis with Lisrel 8.80 shoves ware and 335 respondents. Test resultshypothesis by using the descriptive and verified analysis. There is the influence positive and significances the customer Trust, and Satisfaction togetherto customers loyalty with impacts contributions (R2) 0.66 and F-account 12.50, and there is the influence positive and significances the customertrust, satisfaction, and customer loyalty variables together to customers equity with impacts contributions (R2) 0.84 and F-account 12.30, wherevercustomers loyalty is dominant variable to more influence for customer equity, than customer loyalty as full mediating variables for customers trust andcustomer satisfaction to BPRS customers equity in ex. Banyumass residency central Java. Advice managerial, to build customers equity, in the future,management BPRS have to build customers loyalty trough the customers relation management. While to improve customer’s loyalty, managementBPRS have to build customers trust, and customer satisfactions trough the promotion and education about sharia banking to BPRS customers Ex.Banyumass residency central Java.Keywords: Customer Trust, Customer Satisfaction, Customer Loyalty and Customer Equity