DETERMINAN LOYALITAS NASABAH DALAM MENGGUNAKAN PRODUK TABUNGAN BANK SYARIAH INDONESIA (STUDI PADA NASABAH BANK SYARIAH INDONESIA PULAU JAWA)

Riko Riusdi, NIM.: 20208012004 (2022) DETERMINAN LOYALITAS NASABAH DALAM MENGGUNAKAN PRODUK TABUNGAN BANK SYARIAH INDONESIA (STUDI PADA NASABAH BANK SYARIAH INDONESIA PULAU JAWA). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The rapid development of Islamic banks in Indonesia in the 5.0 era currently requires Islamic banking to be able to maximize performance, service and product innovation, in order to compete in the banking market. This study aims to analyse the determinants of customer loyalty in using Islamic Bank Indonesia savings products in Java. This study uses a quantitative approach with primary data. Data were obtained through questionnaires which were distributed to respondents who live in all provinces of the island of Java with a total of 230 samples. The data analysis used in this research is Structural Equation Model-Partial Least Square (SEM-PLS) with the help of Warps Version 7.0 software. The results of this study indicate that the product variable has a positive and significant effect with a path coefficient value of 0.481 and a p-value of 0.000; price has a positive and significant effect with a path coefficient value of 0.165 and a p-value of 0.005; promotion has a positive and significant effect with a path coefficient value of 0.283 and a p-value of 0.000; people have a positive and significant influence with a path coefficient value of 0.173 and a p-value of 0.004; bank digitization has a positive and significant effect with a path coefficient value of 0.154 and a p-value of 0.008; and sharia compliance has no positive and significant effect with a path coefficient value of 0.095 and a p-value of 0.072, so it can be concluded that the marketing mix consisting of product, price, promotion, people, bank digitization is proven to determine customer loyalty while sharia compliance has not been proven to determine customer loyalty in using Bank Syariah Indonesia savings products.

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