Pengaruh Integrated Marketing Communication (IMC) dan Service Quality terhadap Kepuasan Nasabah Bank Syariah Indonesia Cabang Setiabudi Kota Medan

Abstract

Customer satisfaction is one of the important factors in the sustainability and growth of banking institutions, including Islamic banks. In today's digital era, banks are required not only to provide financial services in accordance with sharia principles, but also to be able to build effective communication and provide quality services. Bank Syariah Indonesia (BSI) as one of the largest Islamic banks in Indonesia strives to improve customer satisfaction through various marketing communication strategies and service quality improvement. However, complaints were still found related to the limitation of promotional information, digital system disruptions, and service responsiveness which were felt to be not optimal by some customers. This study aims to examine the relationship between Integrated Marketing Communication (IMC) and Service Quality to Customer Satisfaction of Bank Syariah Indonesia Setiabudi Branch, Medan City. This study also aims to determine the individual and combined influence of both variables on Customer Satisfaction of Bank Syariah Indonesia Setiabudi branch of Medan City to determine the influence partially and simultaneously. This study uses a type of quantitative research with an associative approach. Primary data was conducted through questionnaire distribution with a research sample of 100 respondents selected using purposive sampling techniques. Meanwhile, secondary data is obtained through references and previous research. The data were analyzed using instrument tests, classical assumption tests, multiple linear regression analysis, and regression model tests. The results of this study show that Integrated Marketing Communication (IMC) has a positive and significant effect on Customer Satisfaction, with tvalue of 7.269 > 1.660 and a significance value of 0.000 < 0.05, and a positive regression coefficient value of 0.348. Meanwhile, Service Quality also had a positive and significant effect on Customer Satisfaction, with tvalue of 5.488 > 1.660 and a significance of 0.000 < 0.05, and a positive regression coefficient value of 0.389. In the simultaneous test, the IMC and Service Quality variables had a combined effect on Customer Satisfaction, with an Fvalue of 126.499 > 3.09 and a significance of 0.000 < 0.05, and an influence level of 71.7%, while the remaining 28.3% was influenced by other factors outside the research model.