THE EFFECT OF ISLAMIC MARKETING AND CORPORATE IMAGE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY (Study on Customers of PT Bank Muamalat Indonesia Malang Branch Office)

Abstract

Penelitian ini bertujuan untuk menguji pengaruh Islamic marketing dan citra perusahaan terhadap kepuasan dan loyalitas nasabah pada Bank Muamalat Indonesia Cabang Malang. Penelitian ini merupakan penelitian explanatory dengan pendekatan kuantitatif. Populasi penelitian ini adalah nasabah Bank Muamalat Indonesia Cabang Malang yang menggunakan produk tabungan. Kuesioner didistribusikan kepada 138 responden dengan menggunakan teknik purposive sampling. Penelitian ini menggunakan teknik analisis jalur (Path analysis) dan analisis deskriptif. Berdasarkan perhitungan analisis jalur menunjukkan bahwa Islamic marketing berpengaruh signifikan terhadap kepuasan nasabah dan loyalitas nasabah; citra perusahaan berpengaruh signifikan terhadap kepuasan nasabah dan loyalitas nasabah; dan kepuasaan nasabah berpengaruh signifikan terhadap loyalitas nasabah. Oleh karena itu, Bank Muamalat sebaiknya mempertahankan dan meningkatkan variabel Islamic marketing dengan cara menjalankan perbankan syariah yang professional. Selain itu, Bank Muamalat sebaiknya juga mempertahankan dan meningkatkan citra perusahaan melalui peningkatan kinerja media informasi yang dimiliki, tanggung jawab social dan tanggung jawab terhadap lingkungan. Sehingga, kepuasan nasabah dan loyalitas nasabah pada Bank Muamalat meningkat.

Kata Kunci: Islamic Marketing, Citra Perusahaan, Kepuasan Nasabah, Loyalitas Nasabah

ABSTRACT

The aim of this research was to examine the effect of Islamic marketing and corporate image on customer satisfaction and customer loyalty. This research used explanatory research and quantitative approach. Population in this research was customers of saving product in Bank Muamalat Indonesia Malang Branch Office. Questionnaires were distributed to 138 respondents by purposive sampling technique. Data analysis technique involved path analysis and descriptive analysis. Based on calculation of path analysis showed that Islamic marketing had significant effect on customer satisfaction and customer loyalty; corporate image had significant effect on customer satisfaction and customer loyalty; and customer satisfaction had significant effect on customer loyalty. Therefore, Bank Muamalat should maintain and improve the Islamic marketing through practicing professional Islamic banking. Moreover, Bank Muamalat also should maintain and improve the corporate image through increasing the performance of information media, responsible to customer and social environment. Thus, customer satisfaction and customer loyalty of Bank Muamalat will increase.

Keywords: Islamic Marketing, Corporate Image, Customer Satisfaction, Customer Loyalty