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All Journal Jurnal Keuangan dan Perbankan
Nadia Adriane Ricadonna
Faculty of Economics and Islamic Business UIN Walisongo Semarang, Indonesia
Economics, Econometrics & Finance

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The Effect of Trust and Brand Image on Customer Retention with Customer Loyalty as Intervening Variables to Customers of Sharia Commercial Banks Nadia Adriane Ricadonna; Muhammad Saifullah; Ari Kristin Prasetyoningrum
Jurnal Keuangan dan Perbankan Vol 25, No 2 (2021): April 2021
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jkdp.v25i2.5145

Abstract

Sharia banking is currently facing a very competitive industry era. Customer retention is one of the phenomena confronted by Islamic banks in Indonesia. Therefore, the problem in this research is how to increase customer retention in the Islamic banking sector. This study also aims to test and analyze the effect of trust and brand image on customer retention with customer loyalty as an intervening variable. A total of 100 customer respondents who have saving accounts for more than five years at Sharia Bank filled out the questionnaire in this study. The collected data were processed using the Smart PLS program with measurements of the inner and outer model tests. The test results proved that trust, brand image, and customer loyalty positively and significantly affect customer retention in Islamic commercial banks. Meanwhile, indirect testing proved that the customer loyalty variable could mediate customer trust and retention variables. However, it is unable to mediate the brand image variables on customer retention. DOI : https://doi.org/10.26905/jkdp.v25i2.5145
Co-Authors Ari Kristin Prasetyoningrum Muhammad Saifullah