PENGARUH BRAND IMAGE, SERVICE QUALITY, DAN CUSTOMER VALUE TERHADAP KEPUASAN NASABAH

RUSMAHAFI, FIKRI AULAWI (2021) PENGARUH BRAND IMAGE, SERVICE QUALITY, DAN CUSTOMER VALUE TERHADAP KEPUASAN NASABAH. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of brand image, service quality, and customer value on customer satisfaction of bank Muamalat Indonesia. Where, customer satisfaction is part of the formation and to grow market share, in general, and increase the rank of Bank Muamalat in the Islamic banking industry. Multiple linear regression analysis was used to test three independent variables namely brand image, service quality, and customer value on customer satisfaction. The research data came from 150 customer respondents who saved at Bank Muamalat Indonesia Ciputat, BSD, and Cipulir branches. The results showed that the brand image variable did not significantly influence the customer satisfaction of Bank Muamalat Indonesia, while the variable service quality and customer value had a significant positive effect on customer satisfaction of Bank Muamalat Indonesia. However, a good reputation, Identical to Islamic Banks, trusted and Islamic, needs to be attached and socialized to strengthen the brand image. On the other hand, the speed of service is a factor of customer satisfaction that needs major attention, and speed of service creates a strong customer value regarding expected performance. Keyword: Islamic Bank, Customer value, Brand Image, Service Quality, Customer Satisfaction Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kualitas layanan, dan nilai nasabah terhadap kepuasan nasabah bank Muamalat Indonesia. Dimana, kepuasan nasabah merupakan bagian dari pembentukan dan pertumbuhan pangsa pasar secara umum, serta meningkatkan pangkat Bank Muamalat di industri perbankan syariah. Analisis regresi linier berganda digunakan untuk menguji tiga variabel independen yaitu citra merek, kualitas layanan, dan nilai pelanggan terhadap kepuasan pelanggan. Data penelitian berasal dari 150 responden nasabah yang menabung di Bank Muamalat Indonesia Cabang Ciputat, BSD, dan Cipulir. Hasil penelitian menunjukkan bahwa variabel citra merek tidak berpengaruh signifikan terhadap kepuasan nasabah Bank Muamalat Indonesia, sedangkan variabel kualitas pelayanan dan nilai nasabah berpengaruh positif signifikan terhadap kepuasan nasabah Bank Muamalat Indonesia. Namun reputasi yang baik, Identik Bank Syariah, Terpercaya dan Islami perlu dilekatkan dan disosialisasikan untuk memperkuat citra merek. Di sisi lain, kecepatan layanan merupakan faktor kepuasan pelanggan yang perlu mendapat perhatian besar, dan kecepatan layanan menciptakan nilai pelanggan yang kuat terkait kinerja yang diharapkan. Kata kunci: Bank Islam, Nilai Pelanggan, Citra Merek, Kualitas Layanan, Kepuasan Pelanggan

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