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

Azidni Rofiqo, Vydika Harya Addinata, Diyan Novita Sari

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.


Keywords


sharia banking; SEM; loyalty; service quality

Full Text:

PDF

References


Aisyah, M. (2018). Islamic Bank Service Quality and Its Impact on Indonesian Customers’ Satisfaction and Loyalty. Al-Iqtishad: Jurnal Ilmu Ekonomi Syariah, 10(2), 367–388. https://doi.org/10.15408/aiq.v10i2.7135

Akhtar, A., & Zaheer, A. (2014). Service Quality Dimensions Development Approach of Islamic Banks: A Scale Development Approach. Global Journal of Management and Business Research: A Administration and Management, 14(5), 11–19.

Ashraf, S., Robson, J., & Sekhon, Y. (2015). Consumer trust and confidence in the compliance of Islamic banks. Journal of Financial Services Marketing. https://doi.org/10.1057/fsm.2015.8

De Bruin, L., Roberts-Lombard, M., & De Meyer-Heydenrych, C. (2020). Internal Marketing, Service Quality And Perceived Customer Satisfaction: An Islamic Banking Perspective. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-09-2019-0185

Eugene W. Anderson. (1998). Customer Satisfaaction and Word of Mouth.pdf. Journal of Service Research, 1(1), 1–14.

Fauzi, A. A., & Suryani, T. (2019). Measuring The Effects Of Service Quality By Using CARTER Model Towards Customer Satisfaction, Trust And Loyalty In Indonesian Islamic Banking. Journal of Islamic Marketing, 10(1), 269–289. https://doi.org/10.1108/JIMA-04-2017-0048

Griffin, R. (2006). Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. In MIT Press Books.

Hafidudin, D., & Tanjung, H. (2003). Manajemen Syariah dalam Praktik. Gema Insani Press.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (MVDA) (7th ed.). Pearson Education Limited. https://doi.org/10.1002/9781118895238.ch8

Hunt, S. D., Lambe, C. J., & Michael, C. (2002). Journal of Relationship A Theory and Model of Business Alliance Success. Journal of Relationship Marketing, 1(1), 37–41. https://doi.org/10.1300/J366v01n01

Hurriyati, R. (2005). Bauran Pemasaran dan Loyalitas Konsumen. Bandung: Alfabeta.

Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16th ed.). Pearson.

Lupiyoadi, R. (2013). Manajemen Pemasaran Jasa: Berbasis Kompetensi Edisi 3. Penerbit Salemba.

Minibas-Poussard, J., Le Roy, J., & Erkmen, T. (2017). The moderating role of individual variables in the relationship between organizational justice and organizational commitment. Personnel Review, 46(8), 1635–1650. https://doi.org/10.1108/PR-12-2015-0311

Misbach, I., Surachman, S., Hadiwidjojo, D., & Armanu, A. (2013). Islamic Bank Service Quality and Trust: Study on Islamic Bank in Makassar Indonesia. International Journal of Business and Management. https://doi.org/10.5539/ijbm.v8n5p48

Mohd Thas Thaker, M. A. Bin, Amin, M. F. Bin, Mohd Thas Thaker, H. Bin, & Allah Pitchay, A. Bin. (2019). What keeps Islamic mobile banking customers loyal? Journal of Islamic Marketing, 10(2), 525–542. https://doi.org/10.1108/JIMA-08-2017-0090

Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations. Journal of Marketing Research, 29(3), 314. https://doi.org/10.2307/3172742

Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of. Journal of Marketing, 58(July), 20–38.

Nafiuddin, N. (2019). Memahami Sifat Shiddiq Nabi Muhammad SAW Perspektif Bisnis Syariah. BISNIS : Jurnal Bisnis Dan Manajemen Islam. https://doi.org/10.21043/bisnis.v6i2.4895

Nunnally, J. C. (1978). An Overview of Psychological Measurement. In Clinical Diagnosis of Mental Disorders. https://doi.org/10.1007/978-1-4684-2490-4_4

POJK No. 14/POJK.05/2020 Tentang Kebijakan Countercyclical Dampak Penyebaran Corona Virus Disease 2019, (2020).

Özkan, P., Süer, S., Keser, İ. K., & Kocakoç, İ. D. (2019). The Effect Of Service Quality And Customer Satisfaction On Customer Loyalty: The Mediation Of Perceived Value Of Services, Corporate Image, And Corporate Reputation. International Journal of Bank Marketing, 38(2), 384–405. https://doi.org/10.1108/IJBM-03-2019-0096

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41. https://doi.org/10.2307/1251430

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12–40. https://doi.org/10.1002/9781118785317.weom090654

Pooya, A., Abed Khorasani, M., & Gholamian Ghouzhdi, S. (2020). Investigating The Effect Of Perceived Quality Of Self-Service Banking On Customer Satisfaction. International Journal of Islamic and Middle Eastern Finance and Management, 13(2), 263–280. https://doi.org/10.1108/IMEFM-12-2018-0440

Qaradhawi, Y. (1997). Norma dan Etika Ekonomi Islam. In Gema Insani.

Richard L. Oliver. (2015). Satisfaction: A Behavioral Perspective on the Consumer (2nd ed.). Richard D. Irwin, INC, Hoomwood, Illinois.

Sharma, N., & Patterson, P. G. (1999). The impact of communication effectiveness and service quality on relationship commitment in consumer , professional services. 13(2), 151–170.

Suhartanto, D., Gan, C., Sarah, I. S., & Setiawan, S. (2019). Loyalty towards Islamic banking: service quality, emotional or religious driven? Journal of Islamic Marketing, 11(1), 66–80. https://doi.org/10.1108/JIMA-01-2018-0007

Syafii, M., Sanrego, Y. D., & Taufiq, M. (2012). An Analysis of Islamic Banking Performance : Maqashid Index Implementation in Indonesia and Jordania. Journal of Islamic Finance, 1(1), 12–29.

Thorik Gunara, U. H. S. (2007). Marketing Muhammad Strategi Andal dan Jitu Praktik Nabi Muhammad saw. Madania Prima.

Tjiptono, F. (2005). Strategi Pemasaran. Andi Offset.

Todd Donavan, D., Brown, T. J., & Mowen, J. C. (2004). Internal Benefits of Service-Worker Customer Orientation: Job Satisfaction, Commitment, and Organizational Citizenship Behaviors. Journal of Marketing. https://doi.org/10.1509/jmkg.68.1.128.24034

Zeithaml, V. A., & Berry, L. L. (1993). The Nature and Determinants of Consumer Expectations of Service. Journal of the Academy of Marketing Science, 21(1), 1–12.




Copyright (c) 2021 Azidni Rofiqo, Vydika Harya Addinata, Diyan Novita Sari

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

This Journal Indexed by: