P E N G A R U H C U S T O M E R I N T I M A C Y , C U S T O M E R E X P E R I E N C E, C U S T O M E R SATISFACTION DAN CUSTOMER BONDING TERHADAP LOYALITAS NASABAH BANK SYARIAH DI INDONESIA (Studi Pada Mahasiswa/i FEBI UIN Raden Intan Lampung Nasabah BSI Periode 2023)

Khansa, Lathifah Vitram (2024) P E N G A R U H C U S T O M E R I N T I M A C Y , C U S T O M E R E X P E R I E N C E, C U S T O M E R SATISFACTION DAN CUSTOMER BONDING TERHADAP LOYALITAS NASABAH BANK SYARIAH DI INDONESIA (Studi Pada Mahasiswa/i FEBI UIN Raden Intan Lampung Nasabah BSI Periode 2023). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Loyalitas nasabah yaitu kesetiaan seseorang terhadap suatu objek. Loyalitas nasabah merupakan tujuan jangka panjang perusahaan perbankan agar produk atau jasanya memiliki nasabah tetap. Faktanya, pertumbuhan nasabah bank syariah di Indonesia masih tergolong rendah. Rendahnya pertumbuhan ini disebabkan oleh lemahnya loyalitas nasabah terhadap bank syariah. Rumusan masalah dalam penelitian ini yaitu apakah terdapat pengaruh secara parsial maupun simultan variabel customer intimacy,customer experience, customer satisfaction dan customer bonding terhadap loyalitas nasabah Bank Syariah Indonesia. Penelitian ini bertujuan mengetahui pengaruh secara simultan dan parsial customer intimacy,customer experience, customer satisfaction dan customer bonding terhadap loyalitas nasabah Bank Syariah Indonesia. Metode penelitian menggunakan pendekatan kuantitatif dengan jenis penelitian field research. Sumber data yaitu data primer, dengan teknik pengambilan sampel menggunakan rumus slovin. Sampel yang digunakan dalam penelitian ini adalah 100 responden. Teknik pengumpulan data yang digunakan yaitu kuesioner (angket) dan dokumentasi. Teknik analisis data yang digunakan yaitu uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi berganda, uji f, uji t dan uji koefisien determinasi (R-Squere). Berdasarkan hasil uji t secara parsial variabel customer intimacy (X1), customer experience (X2) dan customer satisfaction (X3) tidak berpengaruh secara parsial terhadap loyalitas nasabah Bank Syariah Indonesia sedangkan customer bonding (X4) berpengaruh positif signifikan terhadap loyalitas nasabah Bank Syariah Indonesia, sedangkan secara simultan variabel customer intimacy (X1), customer experience (X2), customer satisfaction (X3) customer bonding (X4) berpengaruh secara bersama sama terhadap loyalitas nasabah Bank Syariah Indonesia. Loyalitas nasabah dalam perspektif Islam disebut alwala’ berarti mencintai, menolong, mengikuti dan mendekat kepada sesuatu. Dalam menjaga loyalitas nasabah, Islam menganjurkan untuk menjaga hubungan dengan nasabah dalam memberikan pelayanan yang berkualitas agar dapat membangun hubungan jangka panjang yang baik sehingga berdampak pada loyalitas nasabah. Kata Kunci : Loyalitas, Customer Intimacy, Customer Experience, Customer Satisfaction, Customer Bonding. ABSTRACT Customer loyalty is someone's loyalty to an object. Customer loyalty is a long-term goal of banking companies so that their products or services have regular customers. In fact, the growth of Islamic bank customers in Indonesia is still relatively low. This low growth is caused by weak customer loyalty to Islamic banks. The formulation of the problem in this study is whether there is a partial or simultaneous influence of customer intimacy, customer experience, customer satisfaction and customer bonding variables on customer loyalty of Bank Syariah Indonesia. This study aims to determine the simultaneous and partial influence of customer intimacy, customer experience, customer satisfaction and customer bonding on customer loyalty of Bank Syariah Indonesia. The research method uses a quantitative approach with the type of field research. The data source is primary data, with sampling techniques using the Slovin formula. The sample used in this study was 100 respondents. The data collection techniques used are questionnaires (questionnaires) and documentation. The data analysis techniques used are validity test, reliability test, classical assumption test, multiple regression test, f test, t test and determination coefficient test (R-Squere). Based on the partial t test results, the customer intimacy variable (X1), customer experience (X2) and customer satisfaction (X3) have no partial effect on Bank Syariah Indonesia customer loyalty, while customer bonding (X4) has a significant positive effect on Bank Syariah Indonesia customer loyalty, while simultaneously the customer intimacy variable (X1), customer experience (X2), customer satisfaction (X3) customer bonding (X4) has a joint effect on Bank Syariah Indonesia customer loyalty. Customer loyalty in an Islamic perspective is called alwala' which means loving, helping, following and approaching something. In maintaining customer loyalty, Islam recommends maintaining relationships with customers in providing quality service in order to build good long-term relationships that have an impact on customer loyalty. Keywords : Loyalty, Customer Intimacy, Customer Experience, Customer Satisfaction, Customer Bonding.

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