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This study aims to analyze the influence of Relationship Marketing (X1), Service Quality (X2) and Brand Attachment (X3) on Member Loyalty (Y) at the Usaha Sejahtera Credit Cooperative. The sample used was 100 respondents, with the sampling method using non-probability sampling with simple random sampling technique. The initial analysis on the research instrument, by transforming ordinal data to interval data using the Method of Successive Interval (MSI) then the data was further analyzed using SPSS (Statistical Product and Service Solutions) version 31. The data analysis carried out was Validity Test, Reliability Test, Classical Assumption Test (Normality Test, Multicollinearity Test, Heteroscedasticity Test (Glejser Test), Linearity Test, Correlation, Multiple Linear Regression and Coefficient of Determination), Hypothesis Test (t test). The results of the study showed that Relationship Marketing (X1) partially had a significant effect on Member Loyalty (Y). Service Quality (X2) partially had a significant effect on Member Loyalty (Y). Brand Attachment (X3) has a partial and significant influence on Member Loyalty (Y).

The aim of this research is to determine the quality of the implementation of 5C in Credit Guna Bhakti (KGB) and how to overcome problems that arise as a result of implementing the 5C principles at Bank BJB KCP Palima. This research method uses observation, interviews and literature study. The results of the research show that the quality of Guna Bhakti Credit at Bank BJB applies the 5C principles to prospective debtors, namely consisting of economic conditions, capacity, character, capital and collateral. 2023 will be considered smooth. Problems in implementing 5C occur in the principles of Character and Collateral. This character problem can be overcome by the bank being more careful in trusting the debtor, while regarding the Collateral principle, the bank must re-examine the prospective documents provided as collateral.