Pengaruh Customer Intimacy, Promosi, dan Citra Merek Islam Terhadap Loyalitas Nasabah Bank Syariah Indonesia KCP Godean 3 dengan Kepuasan sebagai Variabel Intervening

Naslikhatun Nafiah, Abdul Aziz Nugraha Pratama

Abstract


This study aims to examine the effect of customer intimacy, promotion, and Islamic brand image on customer loyalty at Bank Syariah Indonesia KCP Godean 3 with satisfaction as an intervening variable. The research method is quantitative in the form of primary data obtained through distributing questionnaires to customers of Bank Syariah Indonesia KCP Godean 3. The samples taken are 100 respondents. The sampling technique used is purposive sampling. Then the results obtained are processed with SPSS version 22. The results show that customer intimacy has a significant positive effect on loyalty with a coefficient of 23.8% and a significance of <5%. Promotion has a positive and insignificant effect on loyalty with a coefficient of 1.9% and a significance >5%. Islamic brand image has a positive and significant effect on loyalty with a coefficient of 35.3% and a significance of <5%. Satisfaction has a positive and significant effect on loyalty with a coefficient of 47.7% and a significance <5%. Customer intimacy has a significant positive effect on satisfaction with a coefficient of 64.0% and a significance of <5%. %. Promotion has a positive and insignificant effect on satisfaction with a coefficient of 1.4% and a significance >5%. Islamic brand image has a positive and significant effect on satisfaction with a coefficient of 91.0% and a significance of <5%. Satisfaction is not able to mediate customer intimacy on loyalty with a t count of 39.495% < t table 1.661 with a significance level of 5%. Satisfaction is not able to mediate promotion of loyalty with a t count of 39.103% < t table 1.661 with a significance level of 5%. Satisfaction is able to mediate Islamic brand image on loyalty with t count of 419.041% > t table 1.661 with a significance level of 5%.


Keywords


customer intimacy, promosi, islamic brand image, satisfaction, loyalitas.

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DOI: https://doi.org/10.23971/tf.v5i2.3182

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