PENGARUH SERVICE QUALITY, CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DAN SATISFACTION TERHADAP LOYALITAS NASABAH DALAM PERSPEKTIF EKONOMI ISLAM (Studi Pada Nasabah Bank Syariah Indonesia KCP Diponegoro Bandar Lampung)

FERDIAN, ANDI SAPUTRA (2026) PENGARUH SERVICE QUALITY, CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DAN SATISFACTION TERHADAP LOYALITAS NASABAH DALAM PERSPEKTIF EKONOMI ISLAM (Studi Pada Nasabah Bank Syariah Indonesia KCP Diponegoro Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Perkembangan industri perbankan syariah di Indonesia semakin pesat seiring meningkatnya kesadaran masyarakat terhadap transaksi keuangan berbasis prinsip syariah. Namun, di tengah persaingan yang semakin ketat, loyalitas nasabah menjadi tantangan penting yang harus dihadapi oleh lembaga keuangan syariah, termasuk Bank Syariah Indonesia (BSI) KCP Diponegoro Bandar Lampung. Penelitian ini bertujuan untuk mengetahui pengaruh Service Quality, Customer Relationship Management, dan Satisfaction terhadap Loyalitas Nasabah dalam perspektif ekonomi Islam. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 100 responden yang merupakan nasabah aktif Bank Syariah Indonesia (BSI) KCP Diponegoro Bandar Lampung. Teknik analisis data menggunakan uji validitas, reliabilitas, regresi linier berganda, uji t, dan uji F dengan bantuan program SPSS versi 25. Variabel independen dalam penelitian ini terdiri dari Service Quality (X₁), Customer Relationship Management (X₂), dan Satisfaction (X₃), sedangkan variabel dependen adalah Loyalitas Nasabah (Y). Penelitian ini juga menggunakan Theory of Reasoned Action (TRA) sebagai landasan teori yang menjelaskan hubungan antara sikap, niat, dan perilaku dalam membentuk loyalitas nasabah. Hasil penelitian menunjukkan bahwa secara parsial Service Quality, Customer Relationship Management, dan Satisfaction berpengaruh positif dan signifikan terhadap Loyalitas Nasabah. Secara simultan, ketiga variabel tersebut juga berpengaruh signifikan dengan nilai F hitung sebesar 74,533 dan signifikansi 0,000 < 0,05. Nilai koefisien determinasi (R²) sebesar 0,700 menunjukkan bahwa 70% variasi Loyalitas Nasabah dapat dijelaskan oleh ketiga variabel independen, sedangkan 30% sisanya dipengaruhi oleh faktor lain di luar penelitian ini. Dalam perspektif ekonomi Islam, hasil penelitian ini menegaskan bahwa penerapan nilai-nilai amanah, kejujuran (shiddiq), keadilan (‘adl), dan ihsan dalam pelayanan serta pengelolaan hubungan nasabah dapat meningkatkan kepercayaan, kepuasan, dan loyalitas nasabah secara berkelanjutan. ABSTRACT The development of Islamic banking in Indonesia continues to grow rapidly in line with the increasing public awareness of financial transactions based on Islamic principles. However, amid the intense competition between Islamic and conventional banks, customer loyalty has become a crucial challenge that must be addressed by Islamic financial institutions, including Bank Syariah Indonesia (BSI) KCP Diponegoro Bandar Lampung. This study aims to analyze the influence of Service Quality, Customer Relationship Management, and Satisfaction on Customer Loyalty from an Islamic economic perspective. This research employs a quantitative approach with a survey method by distributing questionnaires to 100 respondents who are active customers of Bank Syariah Indonesia (BSI) KCP Diponegoro Bandar Lampung. The data were analyzed using validity and reliability tests, multiple linear regression analysis, t-test, and F-test with the help of SPSS version 25. The independent variables in this study are Service Quality (X₁), Customer Relationship Management (X₂), and Satisfaction (X₃), while the dependent variable is Customer Loyalty (Y). The study adopts the Theory of Reasoned Action (TRA) as the theoretical foundation, explaining how attitudes, intentions, and behaviors form the basis of customer loyalty. The results indicate that partially, Service Quality, Customer Relationship Management, and Satisfaction have a positive and significant effect on Customer Loyalty. Simultaneously, these three variables also have a significant effect with an F-value of 74.533 and a significance level of 0.000 < 0.05. The coefficient of determination (R²) of 0.700 shows that 70% of customer loyalty variation is explained by the independent variables, while the remaining 30% is influenced by other factors not included in this study. From an Islamic economic perspective, the findings emphasize that applying Islamic values such as amanah (trustworthiness), shiddiq (honesty), ‘adl (justice), and ihsan (excellence) in service and customer relationship management can strengthen customer trust, satisfaction, and loyalty in a sustainable and spiritually meaningful way.

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