PENGARUH PROMOSI CUSTOMER DELIGHT DAN SERVICE QUALITY TERHADAP LOYALITAS PADA BANK SYARIAH INDONESIA (Studi Kasus Masyarakat Kota Malang)
Abstract
This research aims to determine and assess the influence of Promotion (X1), Customer Delight (X2) and Service Quality (X3) on loyalty to Islamic banks, both partially and simultaneously. The correlational method used in this research is quantitative. The population in this study was the 96 people of Malang City. In this research, questionnaires were used as a data collection method. Validity tests and reliability tests are used to measure the performance of the instrument. Not only that, this research also uses normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, F test, R2 test, and t test. The results of this research show that: (1) The influence of Promotion, Customer Delight and Service Quality simultaneously on the loyalty of Bank Syariah Indonesia customers, namely Promotion, Customer Delight and Service Quality simultaneously influence the loyalty of Bank Syariah Indonesia customers (2) The influence of Promotion on loyalty Bank Syariah Indonesia customers, namely promotions have a positive and significant effect on the loyalty of Bank Syariah Indonesia customers. (3) The influence of Customer Delight on the Loyalty of Sharia Bank Customers, namely that Customer Delight has a positive and significant influence on the Loyalty of Indonesian Syariah Bank Customers (4) The influence of Service Quality on the Loyalty of Sharia Bank Customers, namely that Service Quality has a positive and significant influence on Bank Customer Loyalty Sharia. Indonesian sharia.
Keywords: Promotion, Customer Delight, Service Quality, Loyalty to Sharia Banks
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