CUSTOMER SATISFACTION ON IMAGE, TRUST, AND CUSTOMER LOYALTY: STUDI KOMPARATIF RESPONDEN MUSLIM DAN NON-MUSLIM BANK SYARIAH MANDIRI DI SURABAYA

Restu Januardi Putra

Restu Januardi Putra Jurusan Managemen / Universitas Surabaya

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Keywords: Customer Satisfaction, Image, Trust, Customer Loyalty

Abstract

Intisari - Indonesia merupakan Negara yang mayoritas beragama Islam, dan saat ini, Bank Syariah merupakan bank yang memiliki produk dan layanan yang berbeda, sehingga dalam Penelitian ini bertujuan untuk membandingkan pengaruh Variabel Customer Satisfaction terhadap Image, Trust, dan Customer Loyalty Muslim dan Non-Muslim di Bank Syariah Mandiri, Surabaya. Jenis penelitian yang digunakan adalah penelitian kausal dengan pendekatan kuantitatif. Penelitian ini menggunakan pendekatan purposive sampling, dimana sampel berupa responden yang melakukan transaksi minimal lima kali dalam satu tahun terakhir bersama Bank Syariah Mandiri. Responden dalam penelitian ini berjumlah 285 orang.Analisis dalam penelitian ini dengan menggunakan model SEM (Structural Equation Modeling) dan diolah menggunakan software SPSS versi 18.0 for Windows serta Amos 16 untuk pengujian Model Measurement dan Structural.Hasil penelitian ini menunjukkan bahwa terdapat empat Variabel yang memiliki perbedaan antara Responden Muslim dan Non-Muslim yaitu Customer Satisfaction terhadap Image, Customer Satisfaction terhadap Trust, Image terhadap Trust dan Trust terhadap Customer Loyalty. Dan terdapat dua Variabel yang tidak memiliki perbedaan, diantaranya yaitu Customer Satisfaction terhadap Customer Loyalty dan Image terhadap Customer Loyalty.

Kata kunci: Customer Satisfaction, Image, Trust, Customer Loyalty

Abstrack - Indonesia is a country that is predominantly Muslim, and this time, Islamic Bank is a bank that has a product and service that is different, so in this research is to compare and influence Variable Customer Satisfaction to Image, Trust and Customer Loyalty Muslims and NonMuslims Bank Syariah Mandiri, SurabayaThis type of research is causal research with a quantitative approach. This study using purposive sampling approach, in which a sample of respondents who conduct transactions one minimum five times in the last year with Bank Syariah Mandiri. Respondents in this study amounted to 285 people. The analysis in this study using a model of SEM (Structural Equation Modeling) and processed using SPSS software version 18.0 for Windows and Amos 16 for testing Measurement and Structural Model.These results indicate that there are four variables that have a difference between respondents Muslims and nonMuslims are against Image Customer Satisfaction, Customer Satisfaction of the Trust, the Image of the Trust and the Trust to Customer Loyalty. And there are two variables that do not have differences, among which Customer Satisfaction to Customer Loyalty and Image of the Customer Loyalty

Keywords: Customer Satisfaction, Image, Trust, Customer Loyalty

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