Pengaruh Sharia Marketing dan Kualitas Layanan terhadap Loyalitas dengan Kepuasan sebagai variabel Intervening (Studi Kasus Pengguna Tabungan Syariah di BMT Huwaiza Depok)

Ibna Rusan Azzaida, Leis Suzanawaty

Abstract

Many factors influence people in choosing trustworthy financial institutions to manage finances. BMT Huwaiza is one of the choices of non-bank financial institutions that provide various services. BMT Huwaiza is a sharia cooperative with the highest number of members and assets in Depok City. This study aims to analyze the influence of sharia marketing and service quality on loyalty of with satisfaction as an intervening variable. Data was obtained through questionnaires using purposive sampling technique. Data analysis method used path analysis. The results show that: 1) Partially, sharia marketing has no significant effect on member loyalty with satisfaction as an intervening. 2) Partially, the service quality has significant effect on member loyalty with satisfaction as an intervening. 3) Simultaneously, sharia marketing and service quality have significant effect on member loyalty with member satisfaction as an intervening.

Keywords

sharia marketing, servce quality, satisfaction, loyalty

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