PENGARUH BRAND SYARIAH, KUALITAS LAYANAN DAN KELUHAN NASABAH TERHADAP LOYALITAS NASABAH BANK SYARIAH (Studi Pada Nasabah Bank Syariah Di Bandar Lampung)

AHMAD, ZUHRI EDO (2026) PENGARUH BRAND SYARIAH, KUALITAS LAYANAN DAN KELUHAN NASABAH TERHADAP LOYALITAS NASABAH BANK SYARIAH (Studi Pada Nasabah Bank Syariah Di Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

	PDF Download (4MB)
	PDF Restricted to Repository staff only Download (5MB)

Abstract

ABSTRAK Perkembangan perbankan syariah di Indonesia mengalami peningkatan yang cukup signifikan, namun loyalitas nasabah masih menjadi tantangan bagi bank syariah. Persaingan yang semakin ketat menuntut bank syariah untuk mampu membangun brand syariah yang kuat, memberikan kualitas layanan yang baik, serta menangani keluhan nasabah secara efektif. Selain itu, perkembangan layanan digital juga menuntut adanya konsistensi pelayanan agar nasabah tetap loyal terhadap bank syariah. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian Asosoatif. Data diperoleh melalui penyebaran kuesioner kepada nasabah bank syariah di Kota Bandar Lampung dengan teknik purposive sampling. Variabel penelitian terdiri dari brand syariah, kualitas layanan, dan keluhan nasabah sebagai variabel independen serta loyalitas nasabah sebagai variabel dependen. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa brand syariah dan kualitas layanan berpengaruh positif dan signifikan terhadap loyalitas nasabah bank syariah di Kota Bandar Lampung. Keluhan nasabah juga memengaruhi loyalitas nasabah apabila ditangani dengan baik oleh pihak bank. Secara simultan, brand syariah, kualitas layanan, dan keluhan nasabah berpengaruh signifikan terhadap loyalitas nasabah. Oleh karena itu, peningkatan kualitas layanan, penguatan brand syariah, dan penanganan keluhan yang efektif menjadi faktor penting dalam meningkatkan loyalitas nasabah bank syariah. Kata Kunci: Brand Syariah, Kualitas Layanan, Keluhan Nasabah, Loyalitas Nasabah, Bank Syariah. ABSTRACT The development of Sharia banking in Indonesia is experiencing a considerable increase, but customer loyalty is still a challenge for sharia banks. The increasingly tight competition demands sharia banks to be able to build strong Sharia brands, give good service quality, and handle customer complaints effectively. In addition, the development of digital services also demands the consistency of service in order for customers to remain loyal to the Sharia bank. This research uses a quantitative approach with a type of associative research. Data is obtained through the deployment of questionnaires to Sharia bank customers in the city of Bandar Lampung with purposive sampling techniques. Research variables are established from sharia brand, service quality, and customer complaints as independent variables and customer loyalty as dependent variables. Data analysis is conducted using structural Equation Modeling (SEM) - based Partial Least Square (PLS). Research results indicate that Sharia brand and quality of Service have a positive and significant impact on Sharia bank's customer loyalty in the city of Bandar Lampung. Customer complaints also affect customer loyalty when handled well by the bank party. Simultaneously, Sharia brand, quality of Service, and customer complaints significantly affect customer loyalty. Therefore, improvement of service quality, Sharia brand strengthening, and effective handling of complaints are important factors in increasing Sharia bank customer loyalty. Keywords: Sharia Brand, Quality Of Service, Customer Complaints, Customer Loyalty, Sharia Bank.

Actions (login required)

View Item