The Influence of Digital Marketing, Service Quality, and Syariah Brand Image on Customer Loyalty of Bank Syariah Indonesia in Tulungagung
Keywords:
Customer Loyalty, Digital Marketing, Service Quality, Syariah Brand Image, Bank Syariah IndonesiaAbstract
The development of digital technology and competition in the banking industry have encouraged Bank Syariah Indonesia to continuously improve its marketing strategies and service quality in order to maintain customer loyalty. Digital marketing, service quality, and the image of the syariah brand are important factors in customer loyalty, especially in syariah banking services at the branch level.
This study aims to analyze the influence of digital marketing, service quality, and syariah brand image on customer loyalty at Bank Syariah Indonesia in Tulungagung, with a focus on BSI KCP Tulungagung Trade Center. This study uses a mixed method approach that combines quantitative and qualitative approaches integrated with Community Service activities.
Quantitative data was obtained from 80 customers through questionnaires and analyzed using Stata/MP 17 software with a multiple linear regression model. Meanwhile, qualitative data was collected through observation, interviews, and direct involvement of researchers in customer service and assistance activities during the implementation of Community Service.
The results show that partially, digital marketing and service quality have a positive and significant influence on customer loyalty, with service quality being the most dominant variable, while the syariah brand image has no significant influence. Meanwhile, simultaneously, all three independent variables have a significant influence on customer loyalty. The R-squared value of 73.19% and the Adjusted R-squared value of 72.13% indicate that most of the variation in customer loyalty can be explained by the research model, while the rest is influenced by other factors. Meanwhile, qualitative findings show that customers are generally satisfied with the quality of service and assistance in using digital services, which reinforces the quantitative results related to the formation of customer loyalty.
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