DETERMINAN E-MARKETING TERHADAP LOYALITAS NASABAH PENGGUNA MOBILE BANKING BANK SYARIAH INDONESIA (STUDI D.I YOGYAKARTA)

Hamidah, NIM.: 21108020045 (2025) DETERMINAN E-MARKETING TERHADAP LOYALITAS NASABAH PENGGUNA MOBILE BANKING BANK SYARIAH INDONESIA (STUDI D.I YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to examine the influence of e-trust, e-service quality, e-satisfaction, and electronic word of mouth (e-WOM) on customer loyalty among users of Bank Syariah Indonesia’s mobile banking services in the Special Region of Yogyakarta. Using a quantitative approach and multiple linear regression analysis on 110 respondents, the results show that e-satisfaction and e-WOM have a positive and significant effect on customer loyalty, whereas e-trust and e-service quality do not have a significant effect. Collectively, the four variables explain 54.9% of the variation in customer loyalty. These findings emphasize the critical role of satisfaction and digital recommendations in sustaining user loyalty in mobile Islamic banking services.

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