PENGARUH CUSTOMER EXPERIENCE, SERVICE QUALITY, DAN INTEGRATED MARKETING COMMUNICATION TERHADAP LOYALITAS NASABAH DALAM MENABUNG DI BANK SYARIAH (STUDI GENERASI Z DI YOGYAKARTA)

Hasna Sajidah Qurrotu`aini, NIM.: 21108020039 (2025) PENGARUH CUSTOMER EXPERIENCE, SERVICE QUALITY, DAN INTEGRATED MARKETING COMMUNICATION TERHADAP LOYALITAS NASABAH DALAM MENABUNG DI BANK SYARIAH (STUDI GENERASI Z DI YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to identify and analyze the influence of customer experience, service quality, and integrated marketing communication on the loyalty of Generation Z customers in saving at Islamic banks, particularly in the Special Region of Yogyakarta. The background of this research is based on the year-over-year population growth in Yogyakarta, especially among Generation Z, which is indicated to contribute to the growth of Islamic bank customers. Additionally, customer loyalty plays a crucial role in ensuring the sustainability of banking businesses amid the advancement of digital technology and the dynamic, adaptable characteristics of Generation Z. This research employs a quantitative approach using purposive sampling through questionnaires, with a sample size of 130 respondents who are customers of Islamic banks. The collected data were analyzed using SPSS version 30. The research instrument was tested through validity and reliability tests, along with classical assumption tests such as normality, multicollinearity, and heteroscedasticity tests to ensure data feasibility. The results of the study indicate that the customer experience variable does not significantly influence loyalty. However, the variables of service quality and integrated marketing communication (IMC) have a significant effect on the loyalty of Generation Z customers of Islamic banks in Yogyakarta.

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