RAMADHAN, SATRIA PUTRA (2022) PENGARUH KESADARAN MEREK, KEPERCAYAAN, dan RELIGIOSITAS TERHADAP LOYALITAS NASABAH BANK SYARIAH INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Bank Syariah Indonesia (BSI) is the result of a merger of three state-owned Islamic banks, namely PT Bank BRI Syariah, PT Bank Mandiri Syariah, and PT Bank BNI Syariah. This merger is the government's role in improving the competence of Islamic banks in Indonesia, thus creating the largest Islamic bank in Indonesia with global competitiveness and the potential to become the top 10 global Islamic banks based on market capitalization. This merger is expected to have an impact on the loyalty of Islamic bank customers before the merger. This study aims to examine three variables, namely brand awareness, trust, and religiosity, which are considered to affect BSI customer loyalty. This research was conducted on 120 respondents using a quantitative approach. Analysis of the data used is multiple linear regression analysis with statistical software SPSS version 25. The results of this study indicate that the variables of brand awareness and trust have a significant effect on customer loyalty BSI, while the religiosity variable shows that it does not affect customer loyalty of Bank Syariah Indonesia. Keywords: Brand Awareness, Trust, Religiosity, Loyalty, Indonesian Islamic Bank. Bank Syariah Indonesia (BSI) merupakan bank hasil merger dari tiga bank syariah BUMN, yaitu PT Bank BRI syariah, PT Bank Mandiri Syariah, dan PT Bank BNI Syariah. Merger ini merupakan peran pemerintah dalam meningkatkan kompetensi bank syariah di Indonesia, sehingga menciptakan bank syariah terbesar di Indonesia yang berdaya saing global dan memiliki potensi menjadi 10 bank syariah teratas secara global berdasarkan kapitalisasi pasar. Dengan adanya merger ini, diasumsikan dapat berdampak pada loyalitas nasabah bank-bank syariah pra-merger. Penelitian ini bertujuan untuk menguji tiga variabel, yaitu kesadaran merek, kepercayaan, dan religiositas, yang diasumsikan berpengaruh terhadap loyalitas nasabah BSI. Penelitian ini dilakukan terhadap 120 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah analisis regresi linier berganda dengan alat bantu software statistik SPSS versi 25. Hasil penelitian ini menunjukkan bahwa variabel kesadaran merek dan kepercayaan berpengaruh signifikan terhadap loyalitas nasabah BSI, sedangkan variabel religiositas menunjukan pengaruh yang tidak signifikan terhadap Loyalitas Nasabah Bank Syariah Indonesia. Kata Kunci: Kesadaran Merek, Kepercayaan, Religiositas, Loyalitas, Bank Syariah Indonesia.
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