Increasing Customer Loyalty of Islamic Bank Case Study at PT Bank Syariah Indonesia in Semarang

Article Sidebar

Fulltext PDF
Published: Jun 30, 2024
DOI: https://doi.org/10.31963/akunsika.v5i2.4569
Keywords:
Service Quality, Bank Digitalization, Customer Relationship Management, Customer Satisfaction, Customer Loyalty

Main Article Content

Annisa Zuhroida Rodhiati
Politeknik Negeri Semarang
Mustika Widowati
Politeknik Negeri Semarang
Atif Windawati
Politeknik Negeri Semarang

Abstract

This study aims to investigate the impact of service quality, bank digitalization, and customer relationship management on customer loyalty with customer satisfaction as an intervening. The number of samples was 110 customers of PT Bank Syariah Indonesia in Semarang, who were selected using a purposive sampling technique. The analysis model used in this research is the path analysis model, and the analysis technique uses a simultaneous significance test (F test), partial significance test (t-test), coefficient of determination test (R2), and Sobel test processed with the SPSS 26.00 program. The results show that quality service, bank digitalization, customer relationship management, and customer satisfaction simultaneously significantly affect customer loyalty. Furthermore, service quality, bank digitalization, and customer satisfaction partially have a positive and significant effect on customer loyalty. Meanwhile, customer relationship management partially has a negative and insignificant effect on customer loyalty. Path analysis test results show that customer satisfaction can mediate the influence of service quality on customer loyalty. However, customer satisfaction cannot mediate the influence of bank digitalization and customer relationship management on customer loyalty at PT Bank Syariah Indonesia in Semarang City.

Article Details

Issue
Vol 5 No 2, July 2024
Section
Articles
Author Biographies

Annisa Zuhroida Rodhiati, Politeknik Negeri Semarang

Sharia Banking Study Program

Mustika Widowati, Politeknik Negeri Semarang

Sharia Banking Study Program

Atif Windawati, Politeknik Negeri Semarang

Sharia Banking Study Program

References

Ainun, N., Murtani, A., & Hutagalung, M. A. K. (2020). Analisis Faktor-Faktor Yang Mempengaruhi Loyalitas Nasabah Pada PT. Bank Muamalat Indonesia. Tbk Cabang Balai Kota Medan. Jurnal Mahasiswa Fakultas Ekonomi Dan Bisnis, 1(1), 355–366.

Akbar, R., Tabrani, M., & Kusuma, T. M. (2019). The Effect of Customer Relationship Management and Service Quality on Trust and Its Impact on Customer Satisfaction in Aceh Syariah Bank. International Journal of Social Science and Economic Research, 4(6), 4487–4500.

Akob, R. A., & Sukarno, Z. (2022). Pengaruh Kualitas Layanan Mobile Banking terhadap Kepuasan dan Loyalitas Nasabah Bank BUMN di Makassar. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 11(2), 269. https://doi.org/10.30588/jmp.v11i2.889.

Barnes, J. G. (2003). Secrets of Customer Relationship Management (Rahasia Manajemen Hubungan Pelanggan). Andi.

Budi Haryono. (2016). How to Win Customer Through Customer Service with Heart. ANDI.

Budiman, F. (2020). Kepuasan dan Loyalitas Nasabah Bank Syariah Indonesia Cabang Boyolali. Jurnal Ekonomi, Sosial & Humaniora. Jurnal Ekonomi, Sosial & Humaniora, 2(5), 142–166.

Bunga Vabiola Ghantynireta, Inayatillah, E. (2021). Pengaruh Kualitas Pelayanan Bank Rakyat Indonesia terhadap Loyalitas Nasabah-ISSN 2746-489X E-ISSN 2774-5864. 2(November), 114–122.

Chan, S. (2008). Relationship Marketing Inovasi Pemasaran yang Membuat Pelanggan Bertekuk Lutut. PT. Gramedia Pustaka Utama.

Fandi Tjiptono. (2002). Strategi Pemasaran. ANDI.

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Universitas Diponegoro.

Ghozali, I. (2021). Aplikasi Analisis Multuvariate dengan Program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.

Hair et al. 2010. Multivariate data analysis. 7th edition. New Jersey: Pearson Education Inc.

Herawati, D. N., & Sulistyowati, D. M. (2019). Strategi Marketing Kepuasan dan Loyalitas Nasabah dan Fasilitas Teknologi di Bank Mandiri Syariah Cabang Solo. Jurnal Ekonomi Dan Perbankan, 4(1), 15–26.

Hidayat, R. (2009). Pengaruh Kualitas Layanan , Kualitas Produk dan Nilai Nasabah Terhadap Kepuasan dan Loyalitas Nasabah Bank Mandiri.

Indah, D. R. (2016). Pengaruh E-Banking dan Kualitas Pelayanan terhadap Loyalitas Nasabah pada PT. Bank BNI’46 Cabang Langsa. Jurnal Manajemen Dan Keuangan Unsam, 5(2), 545–554.

Kartajaya Hermawan. (2007). Boosting Loyalty Marketing Performance Menggunakan Teknik Penjualan, Customer Relationship Management dan Servis untuk Mendongkrak Laba. Mizan Pustaka.

Khoiri, A. H., & Adityawarman. (2021). Analisis Pengaruh Kualitas Pelayanan Dan Penanganan Keluhan Terhadap Kepuasan Dan Loyalitas Nasabah Pada Bank Bnisyariah Semarang. Business, Diponegoro Journal of Islamic Economics and Business, 1(1), 15–27.

Kotler, P. dan Armstrong, G. (2012). Principles of Marketing, 14th edition. Pearson Education Limited.

Kotler, P. (2002). Manajemen Pemasaran (Edisi Mile). Prehallindo.

Kotler, P. & A. G. (2016). Prinsip-Prinsip Pemasaran Alih bahasa Bob Sabran Edisi Bahasa Indonesia. Erlangga.

Kotler, P. & K. L. K. (2007). Manajemen Pemasaran Edisi 12 Jilid 2 Terjemahan oleh Benyamin Molan. Indeks.

Kuswandarini, K. I., & Annisa, A. A. (2021). Analisis pengaruh kualitas layanan, corporate image, dan customer relationship management terhadap loyalitas nasabah dengan kepuasan nasabah sebagai variabel intervening. Journal of Management and Digital Business, 1(1), 37–51. https://doi.org/10.53088/jmdb.v1i1.46.

Lovelock, C. dan Wirtz, J. (2016). Services Marketing: People, Technology.

Otoritas Jasa Keuangan (OJK), “Statistik Perbankan Syariah November 2021”, 2021. Accessed: Apr. 16, 2023. [Online]. Available: https://www.ojk.go.id/id/kanal/syariah/data-dan-statistik/statistik-perbankan-syariah/Pages/Statistik-Perbankan-Syariah---November-2021.aspx

Widodo, S., Windawati, A., & Adhi, M. (2019). Analisis faktor-faktor yang mempengaruhi keputusan UMKMdalam menggunakan produk pembiayaan Bank Syariah di Kota Semarang. Seminar Nasional Hasil Penelitian dan Pengabdian Kepada Masyarakat, 2, 1121–1127.