PENGARUH INTEGRATED MARKETING COMMUNICATION (IMC), BRAND IMAGE, DAN SERVICE QUALITY TERHADAP KEPUASAN NASABAH BANK SYARIAH INDONESIA PASCA MERGER

Nisa Fitria, NIM.: 19108020106 (2023) PENGARUH INTEGRATED MARKETING COMMUNICATION (IMC), BRAND IMAGE, DAN SERVICE QUALITY TERHADAP KEPUASAN NASABAH BANK SYARIAH INDONESIA PASCA MERGER. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to determine post-merger customer satisfaction of Bank Syariah Indonesia through integrated marketing communication, brand image, and service quality. The sample in this study totaled 185 customers consisting of ex-BRI Syariah, BNI Syariah and Bank Mandiri Syariah customers. This study used SPSS software with multiple linear regression analysis. The results of the study show that not all IMC dimensions have a significant effect on customer satisfaction at Bank Syariah Indonesia. This study also obtained the results of brand image and service quality which have a significant effect on satisfaction. This indicates that the higher brand image and service quality carried out by Bank Syariah Indonesia post-merger can increase customer satisfaction.

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