PENGARUH CUSTOMER BONDING STRATEGY TERHADAP LOYALITAS NASABAH BANK SYARIAH INDONESIA (BSI) DENGAN SATISFACTION SEBAGAI VARIABEL INTERVENING

Andi Ainun Mardiah, NIM.: 19108020001 (2023) PENGARUH CUSTOMER BONDING STRATEGY TERHADAP LOYALITAS NASABAH BANK SYARIAH INDONESIA (BSI) DENGAN SATISFACTION SEBAGAI VARIABEL INTERVENING. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Competition in the banking sector encourages every bank, especially Islamic banks, to apply the right marketing strategy to get customers and keep customers loyal. Loyal customers will have a positive impact for the bank, both in terms of profitability and image in society. This study seeks to see the effect of the customer bonding strategy on Islamic Banking’s customer loyalty in Indonesia by adding satisfaction as an intervening variable. This study using 251 respondents who are customers of Islamic banks in Indonesia. This study uses a Partial Least Square (PLS) based Structural Equation Model (SEM) approach using Smarts 4 software. The results of statistical tests show that awareness bonding has no significant effect and community bonding has a negative effect on satisfaction. Identity bonding, relationship bonding, and advocacy bonding have a significant effect on satisfaction. Awareness bonding and identity bonding have no significant effect on customer loyalty. Relationship bonding, community bonding, and advocacy bonding have a significant effect on customer loyalty. Satisfaction cannot mediate the relationship between awareness bonding, relationship bonding, and community bonding with customer loyalty. However, satisfaction can mediate the relationship between identity bonding and advocacy bonding on customer loyalty. This research is expected to aid Bank Syariah Indonesia in comprehending the importance of customer bonding strategies in increasing customer loyalty which may be developed to lay the foundation for future marketing strategies.

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