International Journal of Research and Review Vol.7; Issue: 12; December 2020 Website: www.ijrrjournal.com Research Paper E-ISSN: 2349-9788; P-ISSN: 2454-2237 International Journal of Research and Review (ijrrjournal.com) 476 Vol.7; Issue: 12; December 2020 Analysis of Influence of Competitive Advantage, Customer Satisfaction, and Equity of the Brand to the Retention of Funds a Third-Party Corporate Customers of Bank Mandiri Region I Medan Mario Samuel Sitinjak 1 , Amrin Fauzi 2 , Endang Sulistya Rini 3 1,2,3 Master of Management Universitas Sumatera Utara, Indonesia Corresponding Author: Mario Samuel Sitinjak ABSTRACT As one of pioneer Bank in Western Sumatra (Sumbagut), Bank Mandiri Region I Medan facing many challenges in retaining customer in order to enhance company existency. Corporate customer is the contributor of Third Party Fund Management. Corporate DPK is a big part of company’s income. In fact, with a big name and a significant level of trust, Bank Mandiri Region I Medan faces challenges in terms of retaining corporate customers. Corporate customer data tends to decline, in 2016 as many as 1,954 corporate customers, decreased in 2017 (1,249) and decreased again in 2018 (892). This triggers researchers to conduct research at Bank Mandiri Region I Medan with the aim of research to find out and analyze the Effect of Competitive Advantage, Customer Satisfaction and Brand Equity simultaneously on the Third Party Fund Retention of Bank Mandiri Region I. The research method that is used in this research is multiple regression analysis. The results of this study found that, there is a positive and significant effect between Competitive Advantage, Customer Satisfaction and Brand Equity simultaneously with Priority Customer Funds Retention in Bank Mandiri Region I Medan, where this is indicated by the Fcount value is 127.1537 greater than Ftable valueis 2.6999 (95% confidence level, df regression of 3 and df residual of 96) so that H1.1 is accepted. While partially there is a positive and significant effect between Competitive Advantage and Priority Customer Fund Retention in Bank Mandiri Region I Medan, where this is indicated by the tcount value is 2.072 greater than t table value is 1.985 (95% confidence level and df of 96) so H1.2 is accepted; there is a positive and significant effect between Customer Satisfaction and Priority Customer Fund Retention in Bank Mandiri Region I Medan, where this is indicated by the tcount value is 3.302 greater than ttable is 1.985 (95% confidence level and df of 96) so H1.3is accepted; there is a positive and significant effect between Brand Equity and Priority Customer Fund Retention in Bank Mandiri Region I Medan, where this is indicated by the tcount is 2.774 greater than t table of 1.985 (95% confidence level and df of 96) so H1.4is accepted. Keywords: Competitive Advantages, Customer Satisfaction, Brand Equity, Customer Retention, Bank Mandiri. INTRODUCTION The Bank is a company that provides financial services for the whole society. According to LAW No. 10 Year 1998 about banking states that banking business includes three activities, namely raise funds, distribute funds, and provide services to other banks. Activities to collect funds and distribute funds are the principal activities of the bank while providing services to other banks only as supporting activities. The function of the bank currently plays a role as an intermediary between people who need funds with people who have excess of funds or the bank serves as an intermediary institution, providing services-other financial services.