Pengaruh Service Quality dan Customer Experience terhadap Customer Loyalty Bank Syariah Indonesia di Majene: Trust sebagai Variabel Mediasi

Sarmila R, Wahyu Maulid Adha, Hamsyah Hamsyah

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Penelitian ini bertujuan menganalisis pengaruh service quality dan customer experience terhadap customer loyalty dengan trust sebagai variabel mediasi pada nasabah Bank Syariah Indonesia (BSI) di Majene. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan kuesioner skala Likert lima poin yang diisi 85 nasabah di Kecamatan Banggae Timur melalui accidental sampling, dianalisis dengan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa model pengukuran valid dan reliabel. Service quality (β = 0,195) dan customer experience (β = 0,271) berpengaruh positif dan signifikan terhadap customer loyalty serta terhadap trust (β = 0,383 dan β = 0,469). Trust berpengaruh positif dan signifikan terhadap customer loyalty (β = 0,372) dan memediasi secara parsial pengaruh service quality (β = 0,143) maupun customer experience (β = 0,174). Model menjelaskan 53,3% varians customer loyalty dan 55,7% varians trust. Temuan ini menegaskan bahwa kualitas layanan dan pengalaman nasabah membentuk loyalitas baik secara langsung maupun melalui kepercayaan. Secara praktis, BSI Majene disarankan memperbaiki fasilitas fisik, memperkuat layanan digital, serta menjaga transparansi dan keamanan data nasabah. Secara teoretis, penelitian ini memperkaya literatur pemasaran jasa perbankan syariah.

Kata kunci: Service Quality; Customer Experience; Trust; Customer Loyalty

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Referensi


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DOI: https://doi.org/10.37531/mirai.v11i2.12916

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