PENGARUH BRAND IMAGE, SERVICE QUALITY, DAN TRUST TERHADAP LOYALITAS NASABAH BANK MUAMALAT BANDAR LAMPUNG.

M. RIFHA, NURRAHMAN (2025) PENGARUH BRAND IMAGE, SERVICE QUALITY, DAN TRUST TERHADAP LOYALITAS NASABAH BANK MUAMALAT BANDAR LAMPUNG. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Bank merupakan lembaga keuangan yang sudah ada di Indonesia sejak tahun 1746, sedangkan bank syariah hadir di Indonesia pada tahun 1991 dengan diawali oleh Bank Muamalat Indonesia (BMI). Semakin modern persaingan di dunia perbankan syariah semakin ketat, sehingga membuat bank syariah berlomba￾lomba untuk menciptakan Brand Image, Quality Service, dan Trust yang baik akan mendorong loyalitas. Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image, Service Quality, dan Trust terhadap loyalitas nasabah. Penelitian ini menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah seluruh nasabah pada PT. Bank Muamalat Indonesia (BMI) Bandar Lampung dengan sampel yang digunakan sebanyak 78 nasabah menggunakan teknik snowball sampling. Hasil penelitian ini diolah menggunakan perangkat lunak SmartPLS 4. Data sekunder pada penelitian ini dapat diperoleh dari berbagai sumber seperti Biro Pusat Statistik, Bank Muamalat, buku, jurnal, artikel, dan berbagai sumber di internet serta menyebar kuesioner kepada 78 responden. Data primer yang diperoleh diolah menggunakan analisis SEM. Pengumpulan data nya melalui Kuesioner/Angket dengan skala pengukuran menggunakan skala ordinal. Uji hipotesis dilakukan dengan melakukan uji t (uji parsial) atau uji p-value dengan tingkat signifikansi sebesar 5%. Dari hasil penelitian ini diperoleh bahwa variabel Brand Image berpengaruh signifikan terhadap uji t dengan hasil 0,047 < 0,050, artinya hipotesis awal diterima, variabel Service Quality berpengaruh secara signifikan sebesar 0,002 < 0,050, artinya hipotesis awal diterima, variabel Trust berpengaruh tidak signifikan sebesar 0,078 < 0,050, artinya hipotesis awal ditolak. Kata Kunci : Brand Image, Service Quality, Trust dan Loyalitas Nasabah. iv ABSTRACT Banks, as financial institutions, have existed in Indonesia since 1746. Sharia banks arrived in Indonesia in 1991, starting with Bank Muamalat Indonesia (BMI). Competition in the sharia banking industry has become increasingly fierce, forcing sharia banks to create a strong brand image, quality service, and trust that will foster loyalty. This study aims to determine the effect of brand image, service quality, and trust on customer loyalty. This research used a quantitative approach. The population was all customers of PT. Bank Muamalat Indonesia (BMI) Bandar Lampung, with a sample of 78 customers using a snowball sampling technique. The results were processed using SmartPLS 4 software. Secondary data was obtained from various sources, including the Central Bureau of Statistics, Bank Muamalat, books, journals, articles, and various internet sources. Questionnaires were distributed to 78 respondents. The primary data obtained were processed using SEM analysis. Data collection was conducted using questionnaires with an ordinal scale. Hypothesis testing was conducted by conducting a t-test (partial test) or p-value test with a significance level of 5%. From the results of this study, it was found that the Brand Image variable had a significant effect on the t-test with a result of 0.047 < 0.050, meaning that the initial hypothesis was accepted, the Service Quality variable had a significant effect of 0.002 < 0.050, meaning that the initial hypothesis was accepted, the Trust variable had an insignificant effect of 0.078 < 0.050, meaning that the initial hypothesis was rejected. Kata Kunci : Brand Image, Service Quality, Trust and Customer Loyalty.

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