PENGARUH CORPORATE IMAGE, CUSTOMER RELATIONSHIP MARKETING, LAYANAN FINTECH, DAN TINGKAT KEPERCAYAAN TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING (Studi Pada Bank Syariah Indonesia KC Baturaja)

NIKEN, VIONA PATRISIA (2025) PENGARUH CORPORATE IMAGE, CUSTOMER RELATIONSHIP MARKETING, LAYANAN FINTECH, DAN TINGKAT KEPERCAYAAN TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING (Studi Pada Bank Syariah Indonesia KC Baturaja). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Adanya loyalitas nasabah pada bank syariah Indonesia KC Baturaja dipengaruhi oleh beberapa faktor dari corporate image, customer relationship marketing, layanan fintech, dan tingkat kepercayaan dengan kepuasan nasabah itu sendiri. Penelitian ini bertujuan menganalisis tingkat loyalitas nasabah yang dipengaruhi oleh oleh corporate image, customer relationship marketing, layanan fintech, dan tingkat kepercayaan dengan kepuasan sebagai variabel intervening. Penelitian ini menerapkan kuantitatif dan metode asosiatif, populasi nasabah di bank syariah Indonesia KC Baturaja Teknik pengambilan sampel dilakukan menggunakan accidental sampling dengan menyebarkan angket atau kuisioner kepada nasabah, metode analisis data yaitu statistik deskriptif, Uji Measurement Model (Outer Model), Model Structural Model (Inner Model) dengan mengelola data menggunakan smartpls 3. Hasil penelitian menunjukkan bahwa Corporate image berpengaruh positif dan signifikan terhadap kepuasan,Customer relationship marketing berpengaruh positif tetapi tidak signifikan terhadap kepuasan,Layanan fintech berpengaruh positif dan signifikan terhadap kepuasan, Tingkat kepercayaan berpengaruh positif dan signifikan terhadap kepuasan,Corporate image berpengaruh positif tetapi tidak signifikan terhadap loyalitas,Customer relationship marketing berpengaruh positif tetapi tidak signifikan terhadap loyalitas, Layanan fintech berpengaruh positif tetapi tidak signifikan terhadap loyalitas, Tingkat Kepercayaan berpengaruh positif dan signifikan terhadap loyalitas,Kepuasan berpengaruh positif dan signifikan terhadap loyalitas,Corporate image terhadap loyalitas nasabah melalui kepuasan memiliki hubungan positif dan signifikan,Customer relationship marketing terhadap loyalitas nasabah melalui kepuasan memiliki hubungan positif tetapi tidak signifikan, Layanan fintech terhadap loyalitas nasabah melalui kepuasan memiliki hubungan positif dan signifikan ,Tingkat kepercayaan terhadap loyalitas nasabah melalui kepuasan memiliki hubungan positif dan signifikan nilai. Keyboard: cooporate image, relationship marketing, Layanan fintech, loyalitas, kepuasan. ABTRACT The existence of customer loyalty at the Indonesian Sharia Bank, Baturaja Branch Office is influenced by several factors from corporate image, customer relationship marketing, fintech services, and the level of trust with customer satisfaction itself. This study aims to analyze the level of customer loyalty influenced by corporate image, customer relationship marketing, fintech services, and the level of trust with satisfaction as an intervening variable. This study applies quantitative and associative methods, the customer population at the Indonesian Sharia Bank, Baturaja Branch Office. The sampling technique was carried out using accidental sampling by distributing questionnaires to customers, the data analysis method was descriptive statistics, Measurement Model Test (Outer Model), Structural Model Model (Inner Model) by managing data using smartpls 3. The results of the study indicate that Corporate image has a positive and significant effect on satisfaction, Customer relationship marketing has a positive but insignificant effect on satisfaction, Fintech services have a positive and significant effect on satisfaction, The level of trust has a positive and significant effect on satisfaction, Corporate image has a positive but insignificant effect on loyalty, Customer relationship marketing has a positive but insignificant effect on loyalty, Fintech services have a positive but insignificant effect on loyalty, The level of trust has a positive and significant effect on loyalty, Satisfaction has a positive and significant effect on loyalty, Corporate image on customer loyalty through satisfaction has a positive and significant relationship, Customer relationship marketing on customer loyalty through satisfaction has a positive but insignificant relationship, Fintech services on customer loyalty through satisfaction have a positive and significant relationship, The level of trust on customer loyalty through satisfaction has a positive relationship and significant value. Keyboard: cooporate image, relationship marketing, fintech services, loyalty, satisfaction.

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