Electronic Theses and Dissertation

ABSTRAK


Di era digitalisasi sekarang ini, persaingan antar perbankan semakin pesat baik antara bank konvensional dengan bank syariah maupun antar sesama bank syariah. Untuk memenangi persaingan ini perbankan harus mempertahankan loyalitas nasabah diantaranya dengan memberikan pelayanan terbaik. penelitian ini bertujuan untuk mengukur dan menganalisis pengaruh kualitas pelayanan dan sharia governance terhadap loyalitas nasabah dengan reputasi bank sebagai variabel moderasi dikalangan nasabah Bank Syariah Indonesia (BSI) di Kota Banda Aceh. Dari 39.872 nasabah BSI sebanyak 125 diambil sebagai responden dalam penelitian ini dengan menggunakan teknik purposive sampling. Pengambilan data di lakukan dengan penyebaran kuesioner kepada responden dan dianalisis dengan menggunakan uji structutal equation modeling (SEM). hasil penelitian menunjukkan bahwa sharia governance dan kualitas pelayanan berpengaruh positif signifikan terhadap loyalitas. Hasil penelitian juga menunjukkan bahwa reputasi memoderasi secara signifikan pengaruh sharia governance dan kualitas pelayanan terhadap loyalitas nasabah Bank Syariah Indonesia di Kota Banda Aceh. Hasil penelitian menunjukkan pentingnya peningkatan kualitas pelayanan dan sharia governance dalam meningkatkan loyalitas nasabah sehingga reputasi bank syariah semakin bagus.
Kata kunci: kualitas pelayanan, sharia governance, reputasi bank, loyalitas nasabah Bank Syariah Indonesia

ABSTRACT In the current era of digitalization, competition between banks is increasing rapidly, both between conventional banks and Islamic banks and between fellow Islamic banks. To win the competition, banks must maintain customer loyalty, including by providing the best service. This study aims to measure and analyze the effect of service quality and sharia governance on customer loyalty with the bank's reputation as a moderating variable for Bank Syariah Indonesia (BSI) customers in Banda Aceh City. Of the 39,872 BSI customers, 125 respondents were taken in this study using a purposive sampling technique. Data collection was carried out by distributing questionnaires to respondents and analyzed using the Structural Equation Modeling (SEM) test. The results of the study show that sharia governance and service quality have a significant positive effect on loyalty. The results of the study also show that reputation moderation has a significant effect on sharia governance and service quality on customer loyalty of Indonesian Islamic banks in Banda Aceh City. The results of the study show the importance of improving the quality of service and sharia governance in increasing customer loyalty so that the reputation of Islamic banks is getting better. Keywords: service quality, sharia governance, bank reputation, customer loyalty of Bank Syariah Indonesia