PENGARUH RELIGIUSITAS DAN CITRA BANK SYARIAH TERHADAP LOYALITAS NASABAH PADA BANK SYARIAH DI KOTA BANDUNG

Intan Nurrachmi, setiawan setiawan, Hafidz Hudzaefi

Abstract


Bank syariah membutuhkan nasabah yang loyal agar dapat bertahan dan meningkatkan performanya dalam persaingan perbankan. Citra bank syariah masih tertinggal dibanding bank konvensional. Keadaan tersebut adalah salah satu tantangan bank syariah supaya berkembang dan menjadi bank yang digunakan oleh banyak kalangan nasabah baik yang beragama Islam maupun non-Islam. Bagi seorang muslim menggunakan perbankan syariah merupakan tuntunan agama yang harus ditaati dan dilaksanakan. Penelitan ini mengkaji pengaruh religiusitas dan citra syariah terhadap loyalitas nasabah bank syariah di Kota Bandung. Analisis data menggunakan SEM-PLS. Hasil penelitian mengindikasikan semua hipotesis diterima, yaitu terdapat pengaruh yang positif dan signifikan antara religiusitas terhadap citra, religiusitas terhadap loyalitas, citra terhadap loyalitas, dan religiusitas terhadap loyalitas melalui citra.


Keywords


religiusitas, citra, loyalitas

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DOI: http://dx.doi.org/10.35671/probisnis.v14i1.1226

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