ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI CUSTOMER LOYALTY BANK SYARIAH DENGAN SOCIAL MEDIA MARKETING SEBAGAI PEMODERASI

Ade Diaz Primadharma, NIM.: 20108020025 (2024) ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI CUSTOMER LOYALTY BANK SYARIAH DENGAN SOCIAL MEDIA MARKETING SEBAGAI PEMODERASI. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The service system in Islamic banks is very important to be concerned the many problems in the Islamic bank system make many customers complain on social mediaand then move to other banks. For this reason, Customer loyalty and Social media marketing are very important for Islamic banks. This study discusses the factors that influence the loyalty of Islamic bank customers, namely trust, service quality, and satisfaction as well as social media marketing as a moderating variabel. The sampel of this study was Islamic bank users on the island of Java with a sampel size of 243 respondents, with the analysis technique using PLS-based SEM with the results of the study there was no effect of variabel trust, service quality, moderation of social media marketing on service quality and satisfaction on customer loyalty of Islamic banks. While the variabels of satisfaction, social media marketing and moderation of social media marketing on trust have a positive and significant effect on customer loyalty of Islamic banks.

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