PENGARUH PENERAPAN LAYANAN MARKETING SYARIAH TERHADAP LOYALITAS NASABAH PADA BANK NTB SYARIAH

Abstract

The phenomenon of banking conversion in Indonesia has attracted the attention of the wider community. There are banks
Indonesian Sharia has become a Sharia bank as a new banking axis for Indonesia. this phenomenon
also happened to the NTB regional banking, namely Bank NTB Syariah in 2016. Phenomenon
This conversion will determine what innovations or changes will be made by the bank
in maintaining customer loyalty. The purpose of this research is to analyze the effect of service
Sharia Marketing, which consists of Theistic (Rabbaniyyah), Ethical (Akhlaqiyyah), Realistic (Al-Waqiyyah),
and Humanistic (Al-Insaniyyah) towards Customer Loyalty. This type of research is associative. Population
in this study were all active customers of the NTB Syariah bank. Survey sample is a method
data collection used, with random sampling as a sampling technique. Selection criteria
Respondents were selected based on the length of time they have been customers of Bank NTB Syariah, which is a minimum of 1
year. The data source for this research is primary data derived from samples, namely bank customers
NTB Syariah. Data collection was carried out by distributing online questionnaires to 110 respondents.
The analytical tool used in this study is multiple linear regression. This research
using associative quantitative methods. Based on the test results it was found that 1) Theistic is not
positive and significant effect on customer loyalty of Bank NTB Syariah, 2) Ethical effect
positive and significant towards Bank NTB Syariah customer loyalty. 3) Realistic and positive influence
significant to Bank NTB Syariah customer loyalty, and 4). Humanistic and positive influence
significant to Bank NTB Syariah customer loyalty.