%A NIM.: 21108020045 Hamidah
%O Rifaatul Indana, S.E.I.,M.E.
%T DETERMINAN E-MARKETING TERHADAP LOYALITAS NASABAH PENGGUNA MOBILE BANKING BANK SYARIAH INDONESIA (STUDI D.I YOGYAKARTA)
%X This study aims to examine the influence of e-trust, e-service quality, e-satisfaction, and electronic word of mouth (e-WOM) on customer loyalty among users of Bank Syariah Indonesia’s mobile banking services in the Special Region of Yogyakarta. Using a quantitative approach and multiple linear regression analysis on 110 respondents, the results show that e-satisfaction and e-WOM have a positive and significant effect on customer loyalty, whereas e-trust and e-service quality do not have a significant effect. Collectively, the four variables explain 54.9% of the variation in customer loyalty. These findings emphasize the critical role of satisfaction and digital recommendations in sustaining user loyalty in mobile Islamic banking services.
%K E-Trust, E-Service Quality, E-Satisfaction, Electronic Word of Mouth, Loyalitas Nasabah, Mobile Banking, Bank Syariah Indonesia
%D 2025
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib71535