Pengaruh Citra Merek dan Kepercayaan Terdahap Loyalitas Nasabah Bank Syariah di Sidoarjo (The Influence of Brand Image and Trust on Sharia Bank Customer Loyalty in Sidoarjo)
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(1) * Muhammad Amirul Mukminin
Universitas Muhammadiyah Sidoarjo
Indonesia
(2) Fitri Nur Latifah
Universitas Muhammadiyah Sidoarjo
Indonesia
(*) Corresponding Author
Abstract
One of the marketing strategies at Islamic banks is by building a company's brand image and customer trust to gain customer loyalty. The focus of this research is to show the relationship between brand image, trust and loyalty of Syariah bank customers in Sidoarjo. This study uses a random sampling technique with 100 customers of Islamic banks domiciled in Sidoarjo and at least have become customers of Islamic banks within one year. The analytical method used in this study is a multiple linear regression test and hypothesis testing using IBM SPSS 25 software. The results of this study indicate that if there is an increase in brand image and customer trust will also have an impact on increasing the level of customer loyalty. There is a partial influence of brand image on loyalty and between trust in loyalty, and there is a simultaneous relationship between brand image and trust in customer loyalty of Islamic banks in Sidoarjo.
References
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Samar Rahi, Norjaya Mohd Yasin, Feras MI Alnaser. 2017. “Measuring the Role of Website Design , Assurance , Customer Service and Brand Image Towards Customer Loyalty and.” Journal of Internet Banking and Commerce 22 (May): 1–18.
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Sumadi, Sumadi, dan Euis Soliha. 2015. “The Effect of Bank Image and Trust on Loyality Mediated By Customer Satisfaction.” Jurnal Dinamika Manajemen 6 (2): 121–32. https://doi.org/10.15294/jdm.v6i2.4301.
Suryani, Tatik. 2017. Manajemen Pemasaran Strategik Bank di Era Global Menciptakan Nilai unggul untuk Kepuasan Nasabah. Jakarta: Prenadamedia Grup.
Swasty, Wirania. 2016. Memahami dan Merancang Strategi Merek. Diedit oleh Nita. 1 ed. Bandung: PT Remaja Rosdakarya.
Thorbjorsen, H, dan M Supphellen. 2011. “‘Determinants of core values behavour in service brands.’” Journal of service marketing 25.
Wahyuni, Sri, dan Nani Fitriani. 2017. “Brand religiosity aura and brand loyalty in Indonesia Islamic banking.” Journal of Islamic Marketing 8 (3): 361–72.
Yap, Bee Wah, T. Ramayah, dan Wan Nushazelin Wan Shahidan. 2012. “Satisfaction and trust on customer loyalty: A PLS approach.” Business Strategy Series 13 (4): 154–67. https://doi.org/10.1108/17515631211246221.
Bondesson, Niklas. 2012. “Brand Image Antecedents of Loyalty and Price Premium in Business Markets.” https://doi.org/DOI: 10.5430/bmr.v1n1p32.
BPS. 2019. “Kabupaten Sidoarjo dalam Angka 2019.” Sidoarjo.
Erciş, Aysel, Sevtap Ünal, F. Burcu Candan, dan Hatice Yıldırım. 2012. “The Effect of Brand Satisfaction, Trust and Brand Commitment on Loyalty and Repurchase Intentions.” Procedia - Social and Behavioral Sciences 58 (January 2016): 1395–1404. https://doi.org/10.1016/j.sbspro.2012.09.1124.
Faisal, Muhammad, Muhammad Salman Shabbir, Sarfraz Javed, dan Muhammad Farooq Shabbir. 2016. “Measuring Service Quality and Customer Satisfaction in Pakistan: Evidence Based on Carter Model.” IS Service Quality 10 (20): 5011–16.
Fitria, Neny, Eka Afnan Troena, dan Ananda Sabil Hussein. 2016. “The Influence of Relational Benefits and Bank Brand Image to Customer Loyalty Through Sharia Bank Customer Satisfaction (A Study on PT Bank Syariah Mandiri Kediri Branch).” Imperial Journal of Interdisciplinary Research 2 (8): 31–38. http://www/onlinejournal.in.
Gillani, S. U. A., dan A. G. Awan. 2014. “Customer loyalty in financial sector: A case study of commercial banks in Southern Punjab.” Financial Reporting 4 (2): 587–606.
Han, Heesup, Hong Ngoc Nguyen, Hakjun Song, Bee-Lia Chua, Sanghyeop Lee, dan Wansoo Kim. 2018. “Drivers of brand loyalty in the chain coffee shop industry.” International Journal of Hospitality Management 72: 86–97.
Idris, Muhammad, Nuraeni Kadir, La Ode Hidayat, dan Nur Rahmah. 2018. “Brand Religiosity Image: A Conceptual Review of Islamic Marketing” 92: 400–406.
Istikomah, Istikomah, dan Ade Sofyan Mulazid. 2018. “Pengaruh Brand Image dan Kepercayaan Terhadap Loyalitas Nasabah PT. BNI Syariah Cabang
Fatmawati Jakarta.” Equilibrium: Jurnal Ekonomi Syariah 6 (1): 78. https://doi.org/10.21043/equilibrium.v6i1.3086.
Jan, Muhammad Tahir, dan Kalthom Abdullah. 2014. “The impact of technology csfs on customer satisfaction and the role of trust: An empirical study of the banks in malaysia.” Marketing Intelligence and Planning 32 (5): 429–47. https://doi.org/10.1108/IJBM-11-2013-0139.
Juntunen, M, J Juntunen, dan J Juga. 2011. “Corporate brand equity and loyalty in B2B Market: A study among logistice service.” Journal of Brand Management 18 (4–5): 300–311.
Komunda, M, dan A Osarenkhoe. 2012. “Remedy or Cure for service failure? Effect of service recoveyon customer satisfaction and loyaty.” Business Process Management Journal 18 (1): 82–103.
Kotler, dan Philip. 2008. Manajemen Pemasaran. Edisi 12 J. Jakart: Indeks.
Kusuma, K. A. 2017. “Tantangan Kebangkitan Ekonomi Islam di Kota Delta,” no. May: 1–2. http://eprints.umsida.ac.id/702/1/Tantangan Kebangkitan Ekonomi Islam di Kota Delta.pdf.
Ming, T.T, H. B Ismil, dan D Rasiah. 2011. “Hierarchical Chain Consumer Based Brand Equity: A Review from the Fast Food Industy, International Business & Economics Research Journal 10(9):,” 67–80.
Moretta Tartaglione, Andrea, Ylenia Cavacece, Giuseppe Russo, dan Giuseppe Granata. 2019. “A Systematic Mapping Study on Customer Loyalty and Brand Management.” Administrative Sciences 9 (1): 8. https://doi.org/10.3390/admsci9010008.
Mulazid, Ade Sofyan, Ligar Fadilah, dan Yunia Silvia Sesunan. 2018. “The Effect of Marketing Mix, Brand Image, and Service Quality on Customer Loyalty In Bank BNI Syariah.” International Journal of Islamic Business and Economics (IJIBEC), 127. https://doi.org/10.28918/ijibec.v2i2.1370.
Nasrullah, Muhammad. 2015. “Islamic Branding, Religiusitas Dan Keputusan Konsumen Terhadap Produk.” Jurnal Hukum Islam 13 (2): 79. https://doi.org/10.28918/jhi.v13i2.487.
OJK. 2019. “Statistik Perbankan Syariah.” Jakarta. https://doi.org/10.1017/CBO9781107415324.004.
Peng, Lee Siew, Sedigheh Moghavvemi, dan Lee Su Teng. 2019. “Trust and loyalty among islamic and conventional bank customers in Malaysia.” Pertanika Journal of Social Sciences and Humanities 27 (2): 1275–95.
Rahmatulloh, Rahmatullah, Yasri Yasri, dan Abror Abror. 2019. “The Influence of Brand Image and Perceived Quality on Brand Loyalty with Brand Trust as Mediator in PT Bank Syariah Mandiri” 64: 569–78. https://doi.org/10.2991/piceeba2-18.2019.38.
Richard, James E, dan Annie Zhang. 2012. “Corporate image, loyalty, and commitment in the consumer travel industry.” Management Journal of Marketing 28: 568–93.
Rio, R, dan H Riquelem. 2008. Brand equity for online companies, Marketing intelligence and planning.
Riyadi, Selamet. 2019. “Influence between Banking Service Quality and Brand Image Against Customer Relationship and Loyalty in Sharia Bank” XXII (3): 322–42.
Samar Rahi, Norjaya Mohd Yasin, Feras MI Alnaser. 2017. “Measuring the Role of Website Design , Assurance , Customer Service and Brand Image Towards Customer Loyalty and.” Journal of Internet Banking and Commerce 22 (May): 1–18.
Sarkar, Juhi, dan Abhigyan Sarkar. 2017. “Brand religiosity: An epistemological analysis of the formation of social anti-structure through the development of distinct brand sub-culture.” Society and Business Review 12: 20–32. https://doi.org/10.1108/SBR-08-2015-0035.
Suhardi, Suhardi, dan Febryani Angelina Carolin. 2019. “Pengaruh Brand Image Dan Brand Trust Terhadap Customer Loyalty Semen Holcim Pada Pt. Kinco Prima Kota Batam.” Jurnal Benefita 1 (1): 39. https://doi.org/10.22216/jbe.v1i1.3404.
Sumadi, Sumadi, dan Euis Soliha. 2015. “The Effect of Bank Image and Trust on Loyality Mediated By Customer Satisfaction.” Jurnal Dinamika Manajemen 6 (2): 121–32. https://doi.org/10.15294/jdm.v6i2.4301.
Suryani, Tatik. 2017. Manajemen Pemasaran Strategik Bank di Era Global Menciptakan Nilai unggul untuk Kepuasan Nasabah. Jakarta: Prenadamedia Grup.
Swasty, Wirania. 2016. Memahami dan Merancang Strategi Merek. Diedit oleh Nita. 1 ed. Bandung: PT Remaja Rosdakarya.
Thorbjorsen, H, dan M Supphellen. 2011. “‘Determinants of core values behavour in service brands.’” Journal of service marketing 25.
Wahyuni, Sri, dan Nani Fitriani. 2017. “Brand religiosity aura and brand loyalty in Indonesia Islamic banking.” Journal of Islamic Marketing 8 (3): 361–72.
Yap, Bee Wah, T. Ramayah, dan Wan Nushazelin Wan Shahidan. 2012. “Satisfaction and trust on customer loyalty: A PLS approach.” Business Strategy Series 13 (4): 154–67. https://doi.org/10.1108/17515631211246221.
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2020-05-27
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Copyright (c) 2020 Muhammad Amirul Mukminin, Fitri Nur Latifah
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