The Effect of Ethical Sales Behaviour, Trust, and Customer Satisfaction on Customer Loyalty (Study on Customers of BPR Sri Partha Bali)

Abstract: Nowadays, the economic growth in Indonesia cannot be separated from the important role of financial institutions. Financial institutions not only affect people's daily lives, but also involve the flow of large amounts of money through the economy. The current millennial era, supported by rapid technological advancements, can make it easier for entrepreneurs to run their businesses, including the financial services industry, which is also experiencing rapid growth. The purpose of this study was to determine the effect of ethical sales behavior, trust, and customer satisfaction on customer loyalty. This research uses quantitative data types that are analyzed associatively. The sampling technique in this study was purposive sampling, with a total sample of 100 respondents. Data collection techniques in the form of distributing questionnaires to BPR Sri Partha Bank customers who are domiciled in Denpasar City. The data analysis tool used is PLS ver. 3.0. The results of this study indicate that ethical sales behavior has a positive and significant effect on customer loyalty, trust, and customer satisfaction. Trust has a positive and significant effect on customer loyalty and customer satisfaction, and customer satisfaction has a positive and significant effect on customer loyalty. The practical implication of this research is that this research can be used as a model for evaluating strategies on BPR Sri Partha Bali on ethical sales behavior, trust, customer satisfaction, and customer loyalty. The theoretical implication of this research is that this research can complement marketing literature and add new knowledge about evaluating the effect of a variable on other variables based on the strength of the value of the four variable relationship model in the financial industry in BPR Bank Sri Partha Bali and strengthen previous research. Keywords: ethical sales behavior, trust, customer satisfaction, customer loyalty.