The Effect of Relationship Marketing, Experential Marketing and Sharia Marketing Characteristics on Customer Loyalty of Sharia Bank With Customer Satisfaction as Intervening Variable

Abstract

Loyalty is a consumer's commitment to a business model that can be in the form of a brand, store, and/or supplier due to several things that cause consumers to make long-term purchases. The data was obtained from the distribution of questionnaires by researchers to respondents. Samples were taken as many as 100 respondents. Data collection techniques by non-probability sampling. The data obtained were then processed using the SPSS20 tool. This research uses quantitative research by using multiple linear regression analysis and path analysis.<em>.</em>The results of this study indicate that the Relationship Marketing variable has a negative and insignificant effect on Loyalty. The Experiential Marketing variable has a positive and insignificant effect on Loyalty, the Characteristics Variable of Sharia Marketing has a positive and significant effect on Loyalty. Then the Satisfaction variable has a positive and insignificant effect on Loyalty. Furthermore, the Relationship Marketing variable has a positive and significant effect on satisfaction. Furthermore, the Experiential Marketing variable has a positive and significant effect on Satisfaction, the Characteristics Variable of Sharia Marketing has a positive and insignificant effect on Satisfaction, Furthermore, Satisfaction is not able to mediate the influence of Relationship Marketing on Loyalty, the Satisfaction Variable can mediate the influence of Experiential Marketing on Loyalty, and the last variable Satisfaction is able to mediate the influence of the characteristics of Sharia Marketing on Loyalty.

Service Quality and Corporate Image through Customer Satisfaction and Their Impact on Customer Loyalty of Bank Syariah Indonesia

“…The results of this study are in line with research conducted by Khoiri & Adityawarman ( 2021) customer satisfaction has a positive effect on customer loyalty. In contrast to research conducted by Priantoro & Yudiana, (2021) which states that satisfaction has no positive and significant effect on customer loyalty.…”

The Influence of Relationship Marketing on Patient Loyalty Mediated by the Value Co-Creation Behavior of Patients at the Dental and Oral Education Hospital in Jakarta

“…Studies state that in the service industry, especially health, customer value positively affects consumer loyalty. In the research conducted by Priantoro & Yudiana (2021) looking at the influence of tourist value co-creation behavior on destination loyalty mediated by perceived value. It was found that the variable tourist cizenship behavior, which is a dimension of value co-creation behavior, has an influence on destination loyalty as an extra role behavior.…”

Pengaruh Risiko Dan Kualitas Layanan Terhadap Loyalitas Nasabah Pengguna BSI Mobile Banking

“…Dari segi teknis, loyalitas dapat tumbuh melalui pendekatan persuasif yang mendorong dan memperluas sikap berpikir positif serta perilaku positif. Tjiptono dalam (Priantoro & Yudiana, 2021) Peran loyalitas adalah menciptakan harmoni dalam hubungan antara pemikiran dan tindakan. Loyalitas menitikberatkan pada pola pembelian konsumen, seperti partisipasi dalam promosi dan kemungkinan terjadinya pembelian.…”