Anteseden Loyalitas Nasabah Bank Syariah Melalui Kepuasan dan Kepercayaan Nasabah Bank Syariah di Kota Medan

Abstract

The occurrence of fluctuations in the number of customers each year and the closure of several Islamic bank offices were caused by decreased customer satisfaction, trust, and loyalty. Sub-optimal corporate communications still constrain Islamic banks in Medan City. The mutualistic relationship still does not benefit customers. Furthermore, bank officers who have not set a fast and responsive service standard in serving customers. The occurrence of fluctuations and a decrease in the number of customers each year and the closure of several Islamic bank offices need to be studied more clearly. This study aims to analyze customer loyalty, trust, and satisfaction, which are influenced by corporate communication, mutualistic relationships, and responsiveness. Respondents in this study were savings bank customers as many as 384 respondents' data analysis using SEM with software WarpPLS. The results showed that company communication had a positive and significant effect on customer satisfaction. The mutualistic relationship has a positive and significant effect on customer satisfaction. Responsiveness has a positive and significant effect on customer satisfaction. Corporate communication has a positive and significant effect on trust. The mutualistic relationship has a positive and significant effect on trust. Responsiveness has a positive and significant effect on customer trust. Satisfaction has a positive and significant effect on customer trust. Corporate communication has a positive and significant effect on customer loyalty. The mutualistic relationship has a positive and significant effect on customer loyalty. Responsiveness has a positive and significant effect on customer loyalty. Satisfaction has a positive and significant effect on loyalty through customer trust. Trust has a positive and significant effect on customer loyalty. Corporate communication has a positive and significant effect on trust through customer satisfaction. Mutualistic relationships have a positive and significant effect on trust through customer satisfaction. Responsiveness has a positive and significant effect on trust through customer satisfaction. Corporate communication has a positive and significant effect on loyalty through customer trust. Mutualistic relationships have a positive and significant effect on loyalty through customer trust. Responsiveness has a positive and significant effect on loyalty through customer trust. Corporate communication has a positive and significant effect on loyalty through customer satisfaction. The mutualistic relationship has a positive and significant effect on loyalty through customer satisfaction. Responsiveness has a positive and significant effect on loyalty through customer satisfaction.

Terjadinya fluktuatif angka nasabah setiap tahunnya dan adanya penutupan sejumlah kantor-kantor bank syariah disebabkan oleh penurunan kepuasan, kepercayaan dan loyalitas nasabah. Bank syariah di Kota Medan masih terkendala oleh komunikasi perusahaan yang belum optimal. Hubungan mutualistik yang masih belum menguntungkan nasabah. Selanjutnya petugas bank yang belum menetapkan standar pelayanan yang cepat dan tanggap dalam melayani nasabah. Terjadinya fluktuatif serta penurunan angka nasabah setiap tahunnya dan adanya penutupan sejumlah kantorkantor bank syariah, perlu dikaji lebih jelas. Tujuan penelitian ini adalah untuk menganalisis loyalitas, kepercayaan dan kepuasan nasabah yang dipengaruhi oleh komunikasi perusahaan, hubungan mutualistik dan daya tanggap. Responden dalam penelitian ini adalah nasabah bank menabung sebanyak 384 responden. Analisis data menggunakan SEM dengan bantuan software WarpPLS. Hasil penelitian menunjukkan bahwa komunikasi perusahaan berpengaruh positif dan signifikan terhadap kepuasan nasabah. hubungan mutualistic berpengaruh positif dan signifikan terhadap kepuasan nasabah. Daya tanggap berpengaruh positif dan signifikan terhadap kepuasan nasabah. Komunikasi perusahaan berpengaruh positif dan signifikan terhadap kepercayaan. Hubungan mutualistik berpengaruh positif dan signifikan terhadap kepercayaan. Daya tanggap berpengaruh positif dan signifikan terhadap kepercayaan nasabah. Kepuasan berpengaruh positif dan signifikan terhadap kepercayaan nasabah. Komunikasi perusahaan berpengaruh positif dan signifikan terhadap loyalitas nasabah. Hubungan mutualistik berpengaruh positif dan signifikan terhadap loyalitas nasabah. Daya tanggap berpengaruh positif dan signifikan terhadap loyalitas nasabah. Kepuasan berpengaruh positif dan signifikan terhadap loyalitas melalui kepercayaan nasabah. Kepercayaan berpengaruh positif dan signifikan terhadap loyalitas nasabah. Komunikasi perusahaan berpengaruh positif dan signifikan terhadap kepercayaan melalui kepuasan nasabah. Hubungan mutualistik berpengaruh positif dan signifikan terhadap kepercayaan melalui kepuasan nasabah. Daya tanggap berpengaruh positif dan signifikan terhadap kepercayaan melalui kepuasan nasabah. Komunikasi perusahaan berpengaruh positif dan signifikan terhadap loyalitas melalui kepercayaan nasabah. Hubungan mutualistik berpengaruh positif dan signifikan terhadap loyalitas melalui kepercayaan nasabah. Daya tanggap berpengaruh positif dan signifikan terhadap loyalitas melalui kepercayaan nasabah. Komunikasi perusahaan berpengaruh positif dan signifikan terhadap loyalitas melalui kepuasan nasabah. Hubungan mutualistic berpengaruh positif dan signifikan terhadap loyalitas melalui kepuasan nasabah. Daya tanggap berpengaruh positif dan signifikan terhadap loyalitas melalui kepuasan nasabah.