https://arl.ridwaninstitute.co.id/index.php/arl <p>Action Research Literate (ARL) is a scientific journal in the form of research and can be accessed openly. This journal is published monthly by Ridwan Institute.</p> <p>Action Research Literate (ARL) provides a means for ongoing discussion of relevant issues that fall within the focus and scope of the journal that can be empirically examined. This journal publishes research articles covering multidisciplinary sciences, including: Humanities and social sciences, contemporary political science, educational sciences, religious sciences and philosophy, economics, engineering sciences, health sciences, medical sciences, design arts sciences and media.</p> <p>The journal has become a member of Crossref (Prefix: 10.46799) with Online ISSN 2808-6988 and Print ISSN 2613-9898.</p> <p><strong>Publication Frequency: </strong>Monthly (12 Issues/Year)</p> <p><strong>Language: </strong>English, Indonesian</p> <p><strong>Level of Publication:</strong> International/National</p> Ridwan Institute en-US Action Research Literate 2613-9898 https://arl.ridwaninstitute.co.id/index.php/arl/article/view/3093 <p>The increasing competition in the banking industry has encouraged financial institutions to strengthen customer relationships in order to maintain long-term customer retention. In this context, brand attachment and brand trust are considered important determinants in shaping brand loyalty and customer retention. This study aims to examine the role of brand attachment and brand trust on customer retention with brand loyalty as a mediating variable at Bank BJB Medan Branch. The research employed a quantitative approach using a cross-sectional survey design. Data were collected from 154 active customers selected through purposive sampling. The analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0 software. The findings reveal that brand trust has a strong and significant effect on brand loyalty, while brand attachment has a weaker but still significant influence on loyalty. Furthermore, brand loyalty significantly affects customer retention. The mediation analysis indicates that brand loyalty successfully mediates the relationship between brand trust and customer retention, whereas the mediating effect between brand attachment and customer retention is not significant. The results demonstrate that trust plays a more dominant role than emotional attachment in maintaining customer relationships within the banking sector. In conclusion, Bank BJB should prioritize trust-building strategies through transparency, service reliability, and customer-oriented communication to strengthen loyalty and improve long-term customer retention.</p> Muhammad Maulana Ishaq Muhammad Dharma Tuah Nasution Slamet Widodo Copyright (c) 2026 Muhammad Maulana Ishaq, Muhammad Dharma Tuah Nasution , Slamet Widodo https://creativecommons.org/licenses/by-sa/4.0 2026-05-20 2026-05-20 10 5 116 127 10.46799/arl.v10i5.3093 https://arl.ridwaninstitute.co.id/index.php/arl/article/view/3096 Fenny Syahfitri Copyright (c) 2026 Fenny Syahfitri https://creativecommons.org/licenses/by-sa/4.0 2026-05-30 2026-05-30 10 5 128 141 10.46799/arl.v10i5.3096