Citra Merek, Nilai Persepsi, Kesadaran Merek, Kepercayaan Nasabah, dan Loyalitas Nasabah pada Perbankan Syariah
Abstract
This article investigates the impact of brand image, perceived value, and brand awareness variables on customer trust and loyalty in a framework not examined by previous researchers. This study analyzes the direct and indirect effects of brand image, perceived value, and brand awareness on customer loyalty, with customer trust as a mediating variable. The study was conducted by distributing questionnaires to 500 randomly selected West Sumatra, Indonesia respondents. This study uses SEM-AMOS. The first finding of this study is that brand image, perceived value, and brand awareness directly affect the trust of Islamic bank customers. The second finding of this study is that brand image, perceived value, and brand awareness directly and indirectly affect customer loyalty, with customer trust as a mediating variable. The suggested managerial contribution is that Islamic bank managers in Indonesia must identify the factors influencing customer trust and loyalty. The suggested managerial contribution is that Islamic bank managers in Indonesia must identify the factors influencing customer trust and loyalty.
Keywords:
Brand Image, Perceived Value, Brand Awareness, Customer Trust, Customer Loyalty
References
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Abou-Shouk, M., & Soliman, M. (2021). The impact of gamification adoption intention on brand awareness and loyalty in tourism: The mediating effect of customer engagement. Journal of Destination Marketing & Management, 20, 100559.
Abror, A., Patrisia, D., Engriani, Y., Evanita, S., Yasri, Y., & Dastgir, S. (2019). Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty. Journal of Islamic Marketing, 11(6), 1691–1705. https://doi.org/10.1108/JIMA-03-2019-0044
Al Qaisi, F., & Alrosan, M. (2020). Measuring customers satisfaction of Islamic Banking sector in Jordan. Humanities and Social Sciences Letters, 8(3), 310–322.
Aman, Y. Z., Respati, H., & Natsir, M. (2021). Analysis of the effect of perceived value on purchasing decision users of OVO applications through consumer trust (Case study of Fanā Coffee Malang customers).
Ayuningrum, T., & Mochlasin, M. (2021). The influence of brand awareness, customer value and trust toward loyalty customers with satisfaction as intervening. JIEM: Journal of Islamic Enterpreneurship and Management, 1(2), 23–42.
Boonsiritomachai, W., & Sud-On, P. (2020). Increasing purchase intention and word-of-mouth through hotel brand awareness. Tourism and Hospitality Management, 26(2), 265–289.
Bougie, R., & Sekaran, U. (2019). Research methods for business: A skill building approach. John Wiley & Sons.
Chai, Z., Malik, M., Hussain, S., Abbas, S., Ali, N., Abbas, Z., & Munawar, N. (2022). The impact of social capital on consumer attitudinal evaluations: An empirical study in Pakistan. The Journal of Asian Finance, Economics and Business, 9(3), 149–157.
Chikazhe, L., Makanyeza, C., & Chigunhah, B. (2021). Understanding mediators and moderators of the effect of customer satisfaction on loyalty. Cogent Business & Management, 8(1), 1922127.
Chiu, J.-Z., & Hsieh, C.-C. (2022). Exploring the Influence of Supply Chain Relationship Commitment and Loyalty in F&B Industry. Advances in Management and Applied Economics, 12(2), 1–1.
Fianto, B. A., Gan, C., Widiastuti, T., & Sukmana, R. (2020). Customer loyalty to Islamic banks: Evidence from Indonesia. Cogent Business & Management, 7(1), 1859849.
Fitri, L. E., Basri, Y. Z., & Maryanti, T. (2019). The mediating effect of customer satisfaction on customer loyalty: A study of Islamic banks in Indonesia. Journal of Islamic Finance, 8(1), 048–059.
Hair, J. F., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis. Prentice-Hall.
Kamajaya, A. P., & Aribowo, A. (2021). The effect of perceived value and service quality on depositor loyalty. Journal of Economics and Business, 4(1).
Kim, S.-H., & Yoo, B.-K. (2018). The effect of brand equity of CVS PB products on repurchase intention. Journal of Distribution Science, 16(12), 23–31.
Kyguolienė, A., & Zikienė, K. (2021). Impact of brand equity on purchase intentions buying food products in Lithuania. Management Theory and Studies for Rural Business and Infrastructure Development, 43(3), 373–382.
Ledikwe, A. (2020). Determinants of brand loyalty in the apparel industry: A developing country perspective. Cogent Business & Management, 7(1), 1787736.
Lestari, I., Nasib, S. C., Azzahra, A. S., & Effendi, I. (2019). Trust identification and smartphone purchase decisions (Structural equation modeling approach). International Journal of Civil Engineering and Technology (IJCIET), 10(2), 1020–1032.
Mansour, M. M. O. (2021). Factors propelling the use of Islamic banking services: The moderating role of customer intimacy. International Journal of Business Excellence, 23(1), 71–92. https://doi.org/10.1504/IJBEX.2021.111912
Maulan, S. (2016). Consumers’ loyalty toward Islamic banking system: Does Ḥala̅l brand awareness matter? International Journal of Economics, Management and Accounting, 24(2), 209–226.
Menidjel, C., & Bilgihan, A. (2021). How perceptions of relationship investment influence customer loyalty: The mediating role of perceived value and the moderating role of relationship proneness. Journal of Strategic Marketing, 1–24.
Milan, G. S., Slongo, L. A., Eberle, L., De Toni, D., & Bebber, S. (2018). Determinants of customer loyalty: A study with customers of a Brazilian bank. Benchmarking: An International Journal.
Muflih, M. (2021). The link between corporate social responsibility and customer loyalty: Empirical evidence from the Islamic banking industry. Journal of Retailing and Consumer Services, 61, 102558.
Munandar, J. M., Oktaviani, D., & Angraini, Y. (2020). How important is CRM toward customer’s loyalty to conventional and Islamic bank marketing strategy?: A case study from Indonesia. Journal of Islamic Marketing, 13(1), 246–263.
Nawaz, M., Ashraf, M. S., Amin, M., & Talha, N. (2021). Moderating role of Muslim religiosity and collectivism among sight cues, CSR and customer loyalty through corporate image in Islamic banks. GISRAS Journal of Management & Islamic Finance (GJMIF), 1(2), 44–73.
Nugraha, R., & Ramadhanti, A. (2021). Examining the Factors Influencing Repurchase Intention in Using Lion Air. FIRM Journal of Management Studies, 6(2), 159–171.
Pasrizal, H. (2019). Marketing strategy factors in decision of Sharia bank customers in West Sumatera. 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018), 180–186.
Pujianti, F. N., Tran, P. T. H., & Novianty, I. (2021). Millennial experience in Islamic banking: A comparative study between clients and non-clients. International Journal of Applied Business Research, 135–150.
Riyadi, S. (2021). The effects of image, brand and quality on customer loyalty of Sharia banking. The Journal of Asian Finance, Economics and Business, 8(3), 1315–1325.
Rizal, F., & Handrijaningsih, L. (2021). The impact of service quality and trust on customer loyalty through customer satisfaction of millenial users of BCA credit card in Jakarta Capital City. International Journal of Science, Technology & Management, 2(5), 1737–1742.
Soonsan, N. (2021). Examining antecedents on Chinese customer loyalty in the boutique hotel business. Journal of Quality Assurance in Hospitality & Tourism, 1–21.
Trianto, B., & Masrizal, M. (2021). Sukuk and Islamic banking financing: Their impacts on the real sector. Journal of Islamic Monetary Economics and Finance, 7(4), 671–686.
Abou-Shouk, M., & Soliman, M. (2021). The impact of gamification adoption intention on brand awareness and loyalty in tourism: The mediating effect of customer engagement. Journal of Destination Marketing & Management, 20, 100559.
Abror, A., Patrisia, D., Engriani, Y., Evanita, S., Yasri, Y., & Dastgir, S. (2019). Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty. Journal of Islamic Marketing, 11(6), 1691–1705. https://doi.org/10.1108/JIMA-03-2019-0044
Al Qaisi, F., & Alrosan, M. (2020). Measuring customers satisfaction of Islamic Banking sector in Jordan. Humanities and Social Sciences Letters, 8(3), 310–322.
Aman, Y. Z., Respati, H., & Natsir, M. (2021). Analysis of the effect of perceived value on purchasing decision users of OVO applications through consumer trust (Case study of Fanā Coffee Malang customers).
Ayuningrum, T., & Mochlasin, M. (2021). The influence of brand awareness, customer value and trust toward loyalty customers with satisfaction as intervening. JIEM: Journal of Islamic Enterpreneurship and Management, 1(2), 23–42.
Boonsiritomachai, W., & Sud-On, P. (2020). Increasing purchase intention and word-of-mouth through hotel brand awareness. Tourism and Hospitality Management, 26(2), 265–289.
Bougie, R., & Sekaran, U. (2019). Research methods for business: A skill building approach. John Wiley & Sons.
Chai, Z., Malik, M., Hussain, S., Abbas, S., Ali, N., Abbas, Z., & Munawar, N. (2022). The impact of social capital on consumer attitudinal evaluations: An empirical study in Pakistan. The Journal of Asian Finance, Economics and Business, 9(3), 149–157.
Chikazhe, L., Makanyeza, C., & Chigunhah, B. (2021). Understanding mediators and moderators of the effect of customer satisfaction on loyalty. Cogent Business & Management, 8(1), 1922127.
Chiu, J.-Z., & Hsieh, C.-C. (2022). Exploring the Influence of Supply Chain Relationship Commitment and Loyalty in F&B Industry. Advances in Management and Applied Economics, 12(2), 1–1.
Fianto, B. A., Gan, C., Widiastuti, T., & Sukmana, R. (2020). Customer loyalty to Islamic banks: Evidence from Indonesia. Cogent Business & Management, 7(1), 1859849.
Fitri, L. E., Basri, Y. Z., & Maryanti, T. (2019). The mediating effect of customer satisfaction on customer loyalty: A study of Islamic banks in Indonesia. Journal of Islamic Finance, 8(1), 048–059.
Hair, J. F., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis. Prentice-Hall.
Kamajaya, A. P., & Aribowo, A. (2021). The effect of perceived value and service quality on depositor loyalty. Journal of Economics and Business, 4(1).
Kim, S.-H., & Yoo, B.-K. (2018). The effect of brand equity of CVS PB products on repurchase intention. Journal of Distribution Science, 16(12), 23–31.
Kyguolienė, A., & Zikienė, K. (2021). Impact of brand equity on purchase intentions buying food products in Lithuania. Management Theory and Studies for Rural Business and Infrastructure Development, 43(3), 373–382.
Ledikwe, A. (2020). Determinants of brand loyalty in the apparel industry: A developing country perspective. Cogent Business & Management, 7(1), 1787736.
Lestari, I., Nasib, S. C., Azzahra, A. S., & Effendi, I. (2019). Trust identification and smartphone purchase decisions (Structural equation modeling approach). International Journal of Civil Engineering and Technology (IJCIET), 10(2), 1020–1032.
Mansour, M. M. O. (2021). Factors propelling the use of Islamic banking services: The moderating role of customer intimacy. International Journal of Business Excellence, 23(1), 71–92. https://doi.org/10.1504/IJBEX.2021.111912
Maulan, S. (2016). Consumers’ loyalty toward Islamic banking system: Does Ḥala̅l brand awareness matter? International Journal of Economics, Management and Accounting, 24(2), 209–226.
Menidjel, C., & Bilgihan, A. (2021). How perceptions of relationship investment influence customer loyalty: The mediating role of perceived value and the moderating role of relationship proneness. Journal of Strategic Marketing, 1–24.
Milan, G. S., Slongo, L. A., Eberle, L., De Toni, D., & Bebber, S. (2018). Determinants of customer loyalty: A study with customers of a Brazilian bank. Benchmarking: An International Journal.
Muflih, M. (2021). The link between corporate social responsibility and customer loyalty: Empirical evidence from the Islamic banking industry. Journal of Retailing and Consumer Services, 61, 102558.
Munandar, J. M., Oktaviani, D., & Angraini, Y. (2020). How important is CRM toward customer’s loyalty to conventional and Islamic bank marketing strategy?: A case study from Indonesia. Journal of Islamic Marketing, 13(1), 246–263.
Nawaz, M., Ashraf, M. S., Amin, M., & Talha, N. (2021). Moderating role of Muslim religiosity and collectivism among sight cues, CSR and customer loyalty through corporate image in Islamic banks. GISRAS Journal of Management & Islamic Finance (GJMIF), 1(2), 44–73.
Nugraha, R., & Ramadhanti, A. (2021). Examining the Factors Influencing Repurchase Intention in Using Lion Air. FIRM Journal of Management Studies, 6(2), 159–171.
Pasrizal, H. (2019). Marketing strategy factors in decision of Sharia bank customers in West Sumatera. 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018), 180–186.
Pujianti, F. N., Tran, P. T. H., & Novianty, I. (2021). Millennial experience in Islamic banking: A comparative study between clients and non-clients. International Journal of Applied Business Research, 135–150.
Riyadi, S. (2021). The effects of image, brand and quality on customer loyalty of Sharia banking. The Journal of Asian Finance, Economics and Business, 8(3), 1315–1325.
Rizal, F., & Handrijaningsih, L. (2021). The impact of service quality and trust on customer loyalty through customer satisfaction of millenial users of BCA credit card in Jakarta Capital City. International Journal of Science, Technology & Management, 2(5), 1737–1742.
Soonsan, N. (2021). Examining antecedents on Chinese customer loyalty in the boutique hotel business. Journal of Quality Assurance in Hospitality & Tourism, 1–21.
Trianto, B., & Masrizal, M. (2021). Sukuk and Islamic banking financing: Their impacts on the real sector. Journal of Islamic Monetary Economics and Finance, 7(4), 671–686.
Published
2023-06-05
How to Cite
Andespa, R., Yeni, Y., Fernando, Y., & Sari, D. (2023). Citra Merek, Nilai Persepsi, Kesadaran Merek, Kepercayaan Nasabah, dan Loyalitas Nasabah pada Perbankan Syariah. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 6(2), 2301-2316. https://doi.org/https://doi.org/10.36778/jesya.v6i2.1266
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
