Pengaruh Islamic Service Quality dan Brand Trust terhadap Loyalitas Nasabah: Studi BSI

Nurul Fadilah

doi:10.69693/ijmst.v4i3.13459

Authors

Nurul Fadilah Universitas Riau

DOI:

https://doi.org/10.69693/ijmst.v4i3.13459

Keywords:

Islamic Service Quality, Brand Trust, Loyalitas Nasabah, Bank Syariah Indonesia

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Islamic Service Quality dan Brand Trust terhadap loyalitas nasabah pada Bank Syariah Indonesia Cabang Arifin Ahmad Pekanbaru, baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori. Sampel penelitian berjumlah 97 nasabah aktif yang dipilih menggunakan teknik purposive sampling berdasarkan beberapa kriteria, yaitu berusia minimal 17 tahun, telah menjadi nasabah sekurang-kurangnya dua tahun, menggunakan lebih dari dua produk atau layanan, serta aktif melakukan transaksi. Data dikumpulkan melalui kuesioner dengan skala Likert lima poin dan dianalisis menggunakan analisis deskriptif, uji instrumen, uji asumsi klasik, regresi linear berganda, uji t, uji F, serta koefisien determinasi. Hasil analisis deskriptif menunjukkan bahwa Islamic Service Quality berada pada kategori sangat setuju dengan nilai grand mean sebesar 4,23, Brand Trust sebesar 4,24, sedangkan loyalitas nasabah berada pada kategori setuju dengan nilai grand mean sebesar 4,14. Hasil uji parsial menunjukkan bahwa Islamic Service Quality berpengaruh positif dan signifikan terhadap loyalitas nasabah dengan nilai t hitung sebesar 6,130 dan signifikansi 0,000. Brand Trust juga berpengaruh positif dan signifikan dengan nilai t hitung sebesar 5,975 dan signifikansi 0,000. Secara simultan, kedua variabel berpengaruh signifikan terhadap loyalitas nasabah dengan nilai F hitung sebesar 134,762 dan signifikansi 0,000. Nilai R Square sebesar 0,741 menunjukkan bahwa 74,1% variasi loyalitas nasabah dapat dijelaskan oleh Islamic Service Quality dan Brand Trust, sedangkan 25,9% sisanya dipengaruhi oleh faktor lain di luar model penelitian.

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