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SATISFACTION SEBAGAI VARIABEL MEDIASI PENGARUH SOCIAL MEDIA MARKETING DAN EXPERIENTIAL MARKETING TERHADAP CUSTOMER LOYALTY BSI DI YOGYAKARTA
The rapid development of the Islamic banking industry has driven banks to implement effective marketing strategies to attract new customers and maintain customer loyalty. Customer loyalty plays a vital role in delivering long-term benefits to banks, both in terms of profitability and enhancing their public image. This study aims to examine the influence of Social Media Marketing and Experiential Marketing on customer loyalty at Bank Syariah Indonesia (BSI) in Yogyakarta, with customer satisfaction as a mediating variable. The research employs Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), with a sample of 207 BSI customers in Yogyakarta. Data analysis was conducted using SmartPLS 4 software. The results reveal that Social Media Marketing does not have a direct effect on customer loyalty, whereas Experiential Marketing significantly impacts loyalty. Additionally, customer satisfaction exhibits a positive relationship with loyalty. Furthermore, both Social Media Marketing and Experiential Marketing significantly influence customer satisfaction. Satisfaction also acts as a mediating variable in the relationship between Social Media Marketing, Experiential Marketing, and customer loyalty. These findings are expected to provide insights for BSI in designing more effective marketing strategies, particularly in leveraging social media and customer experiences to enhance satisfaction and loyalty.
FAKULTAS EKONOMI DAN BISNIS ISLAM, UIN SUNAN KALIJAGA YOGYAKARTA
SATISFACTION SEBAGAI VARIABEL MEDIASI PENGARUH SOCIAL MEDIA MARKETING DAN EXPERIENTIAL MARKETING TERHADAP CUSTOMER LOYALTY BSI DI YOGYAKARTA (Text)
SATISFACTION SEBAGAI VARIABEL MEDIASI PENGARUH SOCIAL MEDIA MARKETING DAN EXPERIENTIAL MARKETING TERHADAP CUSTOMER LOYALTY BSI DI YOGYAKARTA (Other)
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