Pengaruh Kualitas Pelayanan Terhadap Loyalitas dengan Kepercayaan dan Kepuasan Sebagai Variabel Mediator Bank Syariah di Ponorogo

Abstract

This study tested the effect of service quality on sharia bank customer loyalty in Ponorogo mediated by customer trust and satisfaction. During the covid-19 pandemic, many customers withdraw their money in sharia banks and conventional banks. The novelty of this research in the form of trust and satisfaction that is used as a mediator variable between the quality of service and customer loyalty, similar research has never been done. This research is quantitative with structural equation modelling method, with a total of 60 samples consisting of teachers at Pondok Modern Darussalam Gontor campus 2 Madusari Ponorogo. The findings in this study shows that the service quality has a positive effect on trust and satisfaction, satisfaction is a mediator between the service quality and loyalty, while trust is not a mediator variable between the service quality and the loyalty of customers in sharia banking. Further research is expected to further examine the role of customer satisfaction in maintaining the loyalty of sharia bank customers.Penelitian ini menguji pengaruh kualitas layanan terhadap loyalitas nasabah bank syariah di Ponorogo yang dimediasi oleh kepercayaan dan kepuasan nasabah. Pada masa pandemi covid-19 nasabah banyak yang menarik uangnya di bank syariah maupun bank konvensional. Kebaruan dari penelitian ini berupa kepercayaan dan kepuasan yang dijadikan sebagai variabel mediator antara kualitas layanan dan loyalitas nasabah, penelitian serupa belum pernah dilakukan. Penelitian ini berjenis kuantitatif dengan metode structural equation modelling, dengan jumlah sampel sebanyak 60 yang terdiri dari guru pada Pondok Modern Darussalam Gontor kampus 2 Madusari Ponorogo. Temuan pada penelitian ini menunjukkan bahwa kualitas layanan berpengaruh positif pada kepercayaan dan kepuasan, kepuasan merupakan media antara kualitas layanan dan loyalitas, sedangkan kepercayaan bukan merupakan variabel mediasi antara kualitas layanan dan loyalitas nasabah bank syariah. Penelitian selanjutnya diharpkan meneliti lebih jauh peranan kepuasan nasabah dalam menjaga loyalitas nasabah bank syariah.

Determining Factors for the Selection of Sharia Bank

“…The service quality variable has a positive and significant effect on trust in Islamic banks with a pvalue of 0.000, alpha of 5%, and a statistical t-value of 23.969 > t-table, 1.98, so that H3 is accepted. These results are in accordance with research conducted by Rofiqo et al (2021) that the path model of service quality has a positive and significant effect on customer trust. that the presence of good, polite, and religious service quality is capable of forming Islamic bank customers' trust.…”

“…Meanwhile, according to the results of Saputra's research, Gunanto (2020) found that the service partially has a significant effect on students' decisions to use sharia tires. Furthermore, Rofiqo et al (2021) suggest that service quality has a positive and significant effect on customer satisfaction of Islamic banks in Ponorogo. Service quality is very influential on customer satisfaction (Ramdhani et al, 2011).…”

“…Literacy in the context of this study is the knowledge or understanding of customers about Islamic banks. Hamid & Bordin (2001) Service Quality Rofiqo et al (2021) show that the path model of service quality has a positive and significant effect on customer trust. Meanwhile, according to the results of Saputra's research, Gunanto (2020) found that the service partially has a significant effect on students' decisions to use sharia tires.…”

Efek kualitas layanan pada loyalitas pelanggan: peran mediasi kepuasan pelanggan

“…Model SERVQUAL oleh Parasuraman et al (1988) mengukur kualitas layanan dengan lima dimensi yaitu berwujud, daya tanggap, keandalan, jaminan, dan empati. Hasil penelitian telah mengungkapkan peran kualitas layanan yang baik akan menciptakan kepuasan pelanggan (Izogo & Ogba, 2015;Joudeh & Dandis, 2018;Ngo & Nguyen, 2016;Rahmah et al, 2021;Rofiqo et al, 2021;Siddiqi, 2011) H1: Semakin baik kualitas layanan akan meningkatkan kepuasan pelanggan Kepuasan Pelanggan dan Loyalitas Pelanggan Kepuasan pelanggan berkaitan dengan apa yang dibutuhkan atau diharapkan pelanggan, seorang pelanggan akan merasa puas setelah merasa puas dengan produk yang ditawarkan kepada mereka (Singh & Thakur, 2012). Temuan penelitian Subawa & Sulistyawati (2020), Putri & Utomo (2017), Mustofa et al (2016), Singh & Thakur (2012), menjelaskan adanya hubungan antara kepuasan pelanggan dan loyalitas.…”

Customer Loyalty in the Islamic Banking Industry: Insights from a Case Study of BPRS Puduarta Insani's Marketing Strategy

“…During covid19, business competition between banks became an external factor. 13 Although BPRS has slowed down considerably due to Covid-19, BPRS can still thrive despite the challenges it faces. This can be seen from the increasing level of credit, assets, and deposits from outside sources.…”