Pengaruh Brand Image, Service Quality, dan Religiusitas Terhadap Kepuasan dan Loyalitas Nasabah Bank Syariah Indonesia Pasca Merger

Siti Shoimatul, Azizah (2022) Pengaruh Brand Image, Service Quality, dan Religiusitas Terhadap Kepuasan dan Loyalitas Nasabah Bank Syariah Indonesia Pasca Merger. Masters thesis, UIN KHAS Jember.

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Abstract

Bank Syariah Indonesia (BSI), officially operates on February 1st 2021.
BSI is the largest Islamic bank in Indonesia as a result of the merger of three
Islamic bank from the Association of State-Owned Banks or HIMBARA, namely BNIS, BRIS, and BSM. Initial assets of Rp. 239.56 trillion as of September 2021 BSI's assets have increased by 251.05 trillion. Prior to the merger, the three HIMBARA banks had been able to achieve the top brand index in saving products in early 2021, and in 2022 BSI was able to become number one in the top brand index in sharia saving products, it was because of customer satisfaction and loyalty to the bank. Many factors that influence satisfaction and loyalty, namely brand image, service quality, and also religiosity.
This study aims to examine and analyze the effect of brand image (X1), service quality (X2), religiosity (X3) on customer loyalty (Y) through customer satisfaction (Z). this study used probability sampling method with a simple random sample technique of 100 respondents with data collection techniques using a questionnaire. The data instrument test used validity and reliability tests. The data were analyzed using descriptive statistical tests, classical assumption tests, model analysis tests, and inferential statistical tests.
The result of the analysis shown that X1 has a positive and significant
effect on Z with a beta value of 0.303 (30.3%) and a p-value of 0.000 <0.05. X2 has a positive and significant effect on Z with a beta result of 0.426 (42.6%) and a p-value of 0.000 <0.05. X3 to Z has a negative and insignificant effect with a beta value of -0.171 (-17.1%) and a p-value of 0.844>0.05. X1 has a positive and significant effect on Y with beta 0.226 (22.6%) and p-value 0.010 <0.05. X2 has a positive and significant effect on Y with a beta value of 0.232 (23.2%) and a p-value of 0.011 <0.05. X3 to Y has a negative and insignificant effect with a beta value of -0.076 (-7.6%) and a p-value of 0.362>0.05. Z has a positive and significant effect on Y with a beta value of 0.362 (36.2%) and a p-value of 0.000 <0.05.

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