The purpose of this research is to analyze and test the effect of
customer loyalty on consumer credit profitability. Loyalty Index Score
was developed to determine the level of customers’ loyalty level through
4 main variables; Longevity, Depth, Breadth and Referrals. The effect
of  Loyalty Index Score  on profitability was further tested by path
analysis to find out the significance direct relationship between
loyalty and profitablity and the indirect relationship between the two
variable through bucket. The result showed that loyalty has a
significant effect on profitability either directly or indirectly. It
was concluded that direct loyalty effect on profitability is lower than
that of the indirect effect through bucket. The conclusion could be made
by analyzing the available data from personal loan customers in one of
the biggest multinational bank in indonesia during October 2010 until
March 2011.