THE EFFECT OF CUSTOMER SATISFACTION ON CUSTOMER LOYALTY THROUGH BRAND RELIGIOSITY IMAGE AS AN INTERVENING VARIABLE ON BANK ACEH SYARIAH CUSTOMERS

Abstrak

This research proposes to determine the effect of (1) customer satisfaction on brand image religiosity, (2) brand image religiosity on customer loyalty, (3) customer satisfaction on customer loyalty, and (4) customer satisfaction on customer loyalty towards brand image religiosity as an intervening variable. The research was conducted on 400 Bank Aceh Syariah (Sharia bank) customers using a questionnaire instrument. The research used a quantitative method using the SEM PLS model and analyzed by the Warp PLS analysis tool. The research results proved that (1) there was a direct effect of customer satisfaction on brand religiosity image of 0.866. (2) The direct effect of brand religiosity image on customer loyalty was 0.305. (3) The direct effect of customer satisfaction on customer loyalty was 0.845. (4) The indirect effect of customer satisfaction on customer loyalty was 0.315. Bank Aceh Syariah might focus on customer satisfaction, customer loyalty, and brand image religiosity; these three things have a relationship in marketing for the development of Islamic banking, the sustainability of Islamic banking, and the success of banking businesses in the future. In addition, those three things must be grounded on maqasyid sharia in the form of Ar-Rawaj; Al-Wudhuh, Al-Hifzu, Al-Sabtu, and Al-Adlu to avoid principles that are prohibited in religion. Penelitian ini bertujuan untuk mengetahui pengaruh (1) kepuasan nasabah terhadap religiusitas citra merek, (2) religiusitas citra merek terhadap loyalitas nasabah, (3) kepuasan nasabah terhadap loyalitas nasabah, dan (4) kepuasan nasabah terhadap loyalitas nasabah dengan religiusitas citra merek sebagai variabel intervening. Penelitian dilakukan terhadap 400 nasabah Bank Aceh Syariah dengan menggunakan instrumen kuesioner. Penelitian menggunakan metode kuantitatif dengan menggunakan model SEM PLS dan dianalisis dengan alat analisis Warp PLS. Hasil penelitian membuktikan bahwa (1) terdapat pengaruh langsung kepuasan nasabah terhadap citra religiusitas merek sebesar 0,866. (2) Pengaruh langsung citra religiusitas merek terhadap loyalitas nasabah sebesar 0,305. (3) Pengaruh langsung kepuasan pelanggan terhadap loyalitas pelanggan sebesar 0,845. (4) Pengaruh tidak langsung kepuasan nasabah terhadap loyalitas nasabah sebesar 0,315. Bank Aceh Syariah dapat memfokuskan diri pada kepuasan nasabah, loyalitas nasabah, dan brand image religiusitas, karena ketiga hal tersebut memiliki keterkaitan dalam pemasaran untuk pengembangan perbankan syariah, keberlangsungan perbankan syariah, dan keberhasilan bisnis perbankan di masa yang akan datang. Selain itu, ketiga hal tersebut harus dilandasi dengan maqasyid syariah berupa Ar-Rawaj; Al-Wudhuh, Al-Hifzu, Al-Sabtu, dan Al-Adlu agar terhindar dari prinsip-prinsip yang dilarang agama.