Penelitian yang berjudul Pengaruh Kualitas Pelayanan Dan Harga Terhadap Loyalitas Gadai Emas (Studi Kasus Pada Bank Pembiayaan Rakyat Syariah (BPRS) Bhakti Sumekar Sumenep) ini dilatar belakangi oleh besarnya minat masyarakat terhadap produk gadai emas dan menjadikannya sebagai produk paling diminati di BPRS Bhakti Sumekar. Rumusan masalah dalam penelitian ini adalah mengetahui pengaruh kualitas pelayanan dan harga secara simultan, parsial dan variabel yang berpengaruh secara dominan terhadap loyalitas nasabah. Dalam penelitian ini, menggunakan metodologi penelitian kuantitatif. Sampel dipilih menggunakan teknik simple random sampling, dalam menetapkan jumlah sampel menggunakan rumus SLOVIN. Jumlah populasi nasabah 2468 nasabah sedangkan jumlah sampel 120 nasabah. Dalam penelitian ini menggunakan metode analisis regresi linear berganda. Hasil penelitian ini menjukkan bahwa tangible) (X1), (reliability) (X2), (assurance) (X3), (responsiveness) (X4), (empathy) (X5) dan (price) (X6) berpengaruh secara simultan maupun secara parsial terhadap loyalitas nasabah gadai emas, nilai significant Fhitung

ABSTRACT A study entitled, “The Influence of Service Quality and Price on Gold Fiduciary Loyalty (a case study on Bank of Syariah Society financing, Bhakti Sumekar Sumenep) the background of the study is stimulated by the amount interest of people on Gold fiduciary and make it as the most interesting product at BPRS Bhakti Sumekar. The research problems are the is to determine the influence of service quality and price in simultaneous, partial and variables that has dominant influence on customer loyalty. The study applies quantitative design. The samples is selected by using simple random sampling technique, while SLOVIN formula sets the number of samples. The total customers population is 2468 while the number of samples are 120 customers. The study uses multiple linear regressions method. The results of the study show that tangible (X1), (reliability) (X2), (assurance) (X3), (responsiveness) (X4), (empathy) (X5) and (price) (X6) simultaneously and partially influences the customers’ loyalty on gold fiduciary, where the value of significant Fcount < standard error (0,1) and the significant value of tcount < standard error (0,1). The variable that has dominant influence on customers loyalti of gold fiduciary is emphaty where the value is 17,3%.

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