THE EFFECT OF MARKETING MIX ON CUSTOMER LOYALTY INDONESIAN SHARIA BANK IN BANDA ACEH WITH SATISFACTION AS AN INTERVENING VARIABLE

Zahriatul Aini

doi:10.29313/performa.v22i1.6183

Authors

Zahriatul Aini Politeknik Kutaraja

DOI:

https://doi.org/10.29313/performa.v22i1.6183

Keywords:

Indonesian Sharia Bank, Satisfaction, Loyalty, Marketing Mix, Customers

Abstract

This study explores the impact of the marketing mix on customer loyalty at the Banda Aceh Branch of Bank Syariah Indonesia (BSI), with satisfaction acting as a mediating variable. In a highly competitive Islamic banking industry, an effective marketing strategy is essential for sustaining customer loyalty. This research employs a quantitative approach, using purposive sampling of 100 customers from five BSI branches in Banda Aceh. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression and path analysis. The results indicate that while factors such as place, human resources, and physical evidence contributed to customer loyalty, ineffective promotion and slow service processes reduced it. Furthermore, customer satisfaction plays a mediating role, strengthening the link between the marketing mix and loyalty. These findings emphasize the need for BSI Banda Aceh Branch to improve their service efficiency, enhance human resource quality, and adopt more targeted promotional strategies to retain customers in the long term. Enhancing service efficiency and refining marketing strategies will allow BSI Banda Aceh to maintain a competitive edge in the evolving Islamic banking industry.

References

Abidin, M. Z. (2024). Pengaruh Marketing Mix Dan Customer Shariah Relationship Marketing Terhadap Loyalitas Nasabah di BSM KC Krian. Jurnal Nuansa : Publikasi Ilmu Manajemen Dan Ekonomi Syariah, 2(1). https://doi.org/10.61132/nuansa.v2i1.628

Adnyana, I. M., Yulianah, & Primasari, A. H. (2020). Analysis of the Effect of Service Quality on Customer Loyalty in Mediation by Customer Satisfaction at Loka Supermarket Cibubur. International Journal of Science and Society, 2(4), 147–158. https://doi.org/10.54783/ijsoc.v2i4.200

Ahmed, S., Mohiuddin, M., Rahman, M., Tarique, K. M., & Azim, M. (2022). The impact of Islamic Shariah compliance on customer satisfaction in Islamic banking services: mediating role of service quality. Journal of Islamic Marketing, 13(9), 1829–1842. https://doi.org/10.1108/JIMA-11-2020-0346

Al Dalayeen, B. (2017). Impact of Customer Relationship Management Practices on Customer’s Satisfaction in Jordan Ahli Bank and Bank Al-Etihad. Journal of Service Science and Management, 10(01), 87–96. https://doi.org/10.4236/jssm.2017.101007

Ana, D. E., & Zunaidi, A. (2022). Strategi Perbankan Syariah Dalam Memenangkan Persaingan Di Masa Pandemi Covid-19. Proceedings of Islamic Economics, Business, and Philanthropy, 1(1), 167–188.

Anggraini, N., Ulfah, M., Varingan, D., & Tambunan, P. (2024). Penerapan Bauran Pemasaran 7P Dalam Mengukur Kepuasan Konsumen Keripik Buah Darsa Di Bandar Lampung The Application of The 7P Marketing Mix In Measuring Consumer Satisfaction of Darsa Fruit In Bandar Lampung. Penelitian Pertanian Terapan, 24(3), 491–503.

Anjelisa, Fatmawati, I., & Nuryakin. (2023). The effect of airline service quality on customer satisfaction and loyalty in India. International Journal of Management Science and Information Technology, 3(1). https://doi.org/10.1016/j.matpr.2020.06.557

Anwar, S., & Saleh, I. E. (2022). Pengaruh Marketing Mix Terhadap Loyalitas Nasabah Tabungan Pada Pt. Bpr Muaro Bodi. Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen Dan Kewirausahaan, 2(2), 988–1016. https://doi.org/10.46306/vls.v2i2.142

Anzira, R., Farma, J., & Umuri, K. (2022). Analisis Persepsi dan Dampak Penerapan Qanun Lembaga Keuangan Syariah pada Perbankan di Aceh. At-Tasyri’ Jurnal Ilmiah Prodi Muamalah, 14(2), 75–85.

Ardhanari, M., & Viphindrartin, S. (2022). Pengaruh Kepercayaan dan Kepuasan Terhadap Loyalitas Nasabah Bank Syariah Indonesia. Jurnal Istiqro: Jurnal Hukum Islam, Ekonomi Dan Bisnis, 8(1), 63–77. https://doi.org/10.47065/ekuitas.v3i4.1600

Arrozaq, D. F., & Supriyanto, A. S. (2024). Peran Kualitas Layanan Sebagai Pemediasi Pengaruh Kinerja Karyawan, Kualitas Produk terhadap Kepuasan Nasabah Bank Syariah Indonesia. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 7(7), 7131–7135. https://doi.org/10.54371/jiip.v7i7.4824

Asnawi, N., Sukoco, B. M., & Fanani, M. A. (2020). The role of service quality within Indonesian customers satisfaction and loyalty and its impact on Islamic banks. Journal of Islamic Marketing, 11(1), 192–212. https://doi.org/10.1108/JIMA-03-2017-0033

Asri, D. H., & Elisa, N. (2024). Pengaruh transformational leadership , work environment , organizational culture terhadap employee performance dengan job satisfaction sebagai variabel mediasi. Jurnal Manajemen Dan Bisnis (PERFORMA), 21(2), 133–153.

Astri, Y., & Tambunan, K. (2023). Strategi Promosi Melalui Media Sosial Dalam Meningkatkan Produk Pembiayaan Gadai Emas Pada Bank Syariah Indonesia KCP Kisaran. Jurnal Ekonomi Syariah Pelita Bangsa, 08(02), 117.

Bala, T., Jahan, I., Amin, M. Al, Tanin, M. H., Islam, M. F., Rahman, M. M., & Khatun, T. (2021). Service Quality and Customer Satisfaction of Mobile Banking during COVID-19 Lockdown; Evidence from Rural Area of Bangladesh. Open Journal of Business and Management, 09(05), 2329–2357. https://doi.org/10.4236/ojbm.2021.95126

Bangko, ulan sundari, Munadiati, Riza, M., & Fahriansah. (2024). Pengaruh Promosi , Kualitas Produk Dan Pelayanan Terhadap Kepuasan Nasabah Easy Wadhi ’ Ah Pada. Jurnal ILTIZAM: Jurnal Ekonomi Dan Keuangan Islam, 2(1), 1–16.

Basyir, M. (2020). Pengaruh Physical Evidence terhadap Loyalitas Nasabah Bank Syariah: Peran Kepuasan sebagai Variabel Pemediasi. Jurnal EMT KITA, 4(2), 126. https://doi.org/10.35870/emt.v4i2.155

Chamdan Purnama, Zakiyah Zulfa Rahmah, Dinda Fatmah, Mirhamida Rahmah, Syaiful Hasani, Yusriyah Rahmah, & Yuliani, 8Binti Mutfarida. (2024). Investigasi Peran Temporal Kualitas Pelayanan Terhadap Loyalitas Nasabah Dengan Kepuasan Sebagai Variabel Mediasi Pada Bank Syariah Indonesia. Manajemen: Jurnal Ekonomi, 6(2), 390–400. https://doi.org/10.36985/qa4k6692

Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585

Dewi, T. K., Amellia, A., Mulyani, N. S. R., & Mutmainnah, S. N. (2023). Pengaruh Lokasi Dan Kualitas Pelayanan Terhadap Kepuasan Nasabah Di Bank Bjb Kantor Cabang Cianjur. El-Ecosy : Jurnal Ekonomi Dan Keuangan Islam, 3(1), 11. https://doi.org/10.35194/eeki.v3i1.3098

Dwivedi, R. K., Lohmor Choudhary, S., Dixit, R. S., Sahiba, Z., & Naik, S. (2024). The Customer Loyalty vs. Customer Retention: The Impact of Customer Relationship Management on Customer Satisfaction. Web Intelligence, 22, 1–18. https://doi.org/10.3233/web-230098

El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, 322–332. https://doi.org/https://doi.org/10.1016/j.jretconser.2018.07.007

Elfadel, M. W., Othman, R. B., Nik Mat, N. H. B., Hamad, F. F., Mohadis, H. M., & Ahmed, M. (2024). The relationship between e-marketing mix framework (4Ps) and customer satisfaction with electronic information services: An empirical analysis of Jordanian university libraries. Information Services and Use, 44(2), 139–164. https://doi.org/10.3233/ISU-240230

Elgarhy, S. D., & Mohamed, L. M. (2023). The Influences of Services Marketing Mix (7ps) on Loyalty, Intentions, and Profitability in the Egyptian Travel Agencies: The Mediating Role of Customer Satisfaction. Journal of Quality Assurance in Hospitality and Tourism, 24(6), 782–805. https://doi.org/10.1080/1528008X.2022.2080148

Ellitan, L. (2021). The role of marketing mix in building customer satisfaction and loyalty: A theoretical study. International Journal of Research, 8(12), 118–129.

Fattah Al-Slehat, Z. A. (2021). Determining the Effect of Banking Service Quality on Customer Loyalty Using Customer Satisfaction as a Mediating Variable: An Applied Study on the Jordanian Commercial Banking Sector. International Business Research, 14(4), 58. https://doi.org/10.5539/ibr.v14n4p58

Fida, B. A., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of Service Quality on Customer Loyalty and Customer Satisfaction in Islamic Banks in the Sultanate of Oman. SAGE Open, 10(2). https://doi.org/10.1177/2158244020919517

Gopi, B., & Samat, N. (2020). The influence of food trucks’ service quality on customer satisfaction and its impact toward customer loyalty. British Food Journal, 122(10), 3213–3226. https://doi.org/10.1108/BFJ-02-2020-0110

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (Eight Edition). In Annabel Ainscow. https://doi.org/10.5117/2006.019.003.007

Haniyah, & Manual, V. (2023). Impact of Service Quality on Customer Satisfaction in Islamic Banks of Qatar. International Journal of Academic Research in Economics and Management Sciences, 12(1). https://doi.org/10.6007/ijarems/v12-i1/15967

Haron, R., Abdul Subar, N., & Ibrahim, K. (2020). Service quality of Islamic banks: satisfaction, loyalty and the mediating role of trust. Islamic Economic Studies, 28(1), 3–23. https://doi.org/10.1108/ies-12-2019-0041

Hasballah, I. (2023). Pengaruh Pelayanan Terhadap Kepuasan Nasabah Bank Syariah Indonesia (BSI) KCP Grong-Grong Sigli. Jurnal Al-Mizan, 10(2), 204–214. https://doi.org/10.54621/jiam.v10i2.658

Hasrat, T., Mahfudnurnajamuddin, Djamereng, A., Hasan, S., & Budiandriani. (2020). An examination of the determinants of customer loyalty in mobile commerce contexts. European Journal of Business and Management Research, 5(4). https://doi.org/10.1016/j.im.2005.08.001

Helena, W., Sudarwati, & Istiqomah. (2020). Analisis Kinerja Karyawan Bank Panin KCU Kota Surakarta. Edunomika, 04(02), 357–368.

Hidayati, D., Fasa, M. I., & Susanto, I. (2024). KONSUMEN DI BANK SYARIAH THE INFLUENCE OF SHARIA MARKETING ON CONSUMER TRUST IN. Intelek Dan Cendikiawan Nusantara, 1(November), 7545–7558.

Hidayatullah, M. F., Irawan, B., Sudaryanto, & Roziq, A. (2023). Formulation Of Sharia Marketing Strategy In Bank Syariah Indonesia. Quality - Access to Success, 24(196), 280–284. https://doi.org/10.47750/QAS/24.196.34

Hilmi, R. (2020). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada 212 Mart Banjarmasin. Jurnal Mitra Manajemen, 4(4), 550–565. https://doi.org/10.52160/ejmm.v4i4.363

Jubaidi, Munawaroh, C., Sari, ayu puspita, & Paraira, awalluddin ali. (2024). Pengaruh Kualitas Layanan Terhadap Kepuasan Nasabah Pada Bank Syariah Indonesia Cabang Samarinda. Jurnal Ekonomi Manajemen Sistem IIformasi, 5(6), 768–775. https://doi.org/10.55049/jeb.v15i2.280

Khairat, N., & Widaningsih, S. (2024). Jurnal Riset Ekonomi dan Bisnis Implementation Of The 4P Marketing Mix at Astiga Leather in 2024. Jurnal Ilmiah Ekonomi Dan Bisnis, 17(2), 142–151.

Khan, M. A., Yasir, M., & Khan, M. A. (2021). Factors Affecting Customer Loyalty in the Services Sector. Journal of Tourism and Services, 12(22), 184–197. https://doi.org/10.29036/jots.v12i22.257

Lestari, R. E., Meiria, E., & Saharuddin, D. (2023). Pengaruh Marketing Mix 5Cs Terhadap Loyalitas Nasabah Melalui Kepuasan Nasabah Bank Syariah Indonesia Tangerang Selatan. Jurnal Ilmiah Ekonomi Islam, 9(3), 4606. https://doi.org/10.29040/jiei.v9i3.8622

Lieyanto, D. M., & Pahar, B. H. (2021). Pengaruh Kualitas Produk, Harga, Kualitas Pelayanan, Dan Store Atmosphere Terhadap Kepuasan Pelanggan. BIP’s JURNAL BISNIS PERSPEKTIF, 13(2), 88–101. https://doi.org/10.37477/bip.v13i2.216

Makitsuna, F., Permadi, D., Faidah, D., Izzan, D., & Muttaqin, M. (2024). 7P Marketing Mix Analysis in State-Owned and Private Banks in the Context of Green Marketing. Jurnal Ilmiah Akuntansi, Keuangan Dan Bisnis (JIKABI), 3(1), 63–76. http://jurnalmahasiswa.uma.ac.id/index.php/jikabi

Mardianto, M. F. F., Cahyono, E. F., Previan, A. T., Fitrianingsih, E. R., & Fauzan, M. H. (2023). Determinant of Customer Loyalty for Bank Syariah Indonesia After M&a Activity Based on Confirmatory Factor Analysis. Jurnal Ekonomi Dan Bisnis Islam (Journal of Islamic Economics and Business), 9(2), 429–462. https://doi.org/10.20473/jebis.v9i2.48051

Mardiyanto, E. (2021). Implementasi Marketing Mix Dalam Pemasaran Perbankan Syariah. Al Iqtishod: Jurnal Pemikiran Dan Penelitian Ekonomi Islam, 9(1), 93–103. https://doi.org/10.37812/aliqtishod.v9i1.227

Melani;, siska anggie, Afifa, olifia nur, & Febrianti, M. (2021). Implementasi Marketing Mix Dalam Perbankan Syariah. Al Iqtishod: Jurnal Pemikiran Dan Penelitian Ekonomi Islam, 9(1), 93–103. https://doi.org/10.37812/aliqtishod.v9i1.227

Nupueng, S., Kim, L., Maijan, P., & Issayeva, G. (2024). Influences of price fairness, convenience and risk on service value development influencing E-banking satisfaction: Technological competency as a moderator. Social Sciences and Humanities Open, 10(October), 101170. https://doi.org/10.1016/j.ssaho.2024.101170

Nurmayanti, N., & Marpaung, A. M. (2022). Pengaruh Kualitas Pelayanan dan Sarana Pendukung Pelayanan Terhadap Kepuasan Nasabah Dalam Masa Pandemi COVID 19. Jurnal Ilmiah Manajemen Kesatuan, 10(1), 121–128. https://doi.org/10.37641/jimkes.v10i1.1187

Nurudin, Huda, N., & Umam, M. D. N. (2022). Mobile Banking Services: Security, Guarantee And Service Credibility On Customer Satisfaction Of Bank Syariah Indonesia. Kajian Ekonomi Dan Perbankan Syariah, 3(2). http://e-journal.iainfmpapua.ac.id/index.php/elmudhorib/article/view/509%0Ahttp://e-journal.iainfmpapua.ac.id/index.php/elmudhorib/article/download/509/205

Prianugraha, A. R. (2024). Analisis Marketing Mix 7P terhadap Minat Kunjungan Ulang Pasien di Klinik Khasanah Medika dan Baitul Syifa Tahun. SYNTAX ADMIRATION, 5(12), 5339–5357.

Purbohastuti, A. W. (2021). Efektivitas Bauran Pemasaran pada Keputusan Pembelian Konsumen Indomaret. Jurnal Sains Manajemen, 1(2), 101–112. https://doi.org/10.47467/visa.v1i2.783

Putra, F. W., & Eka Sulistyawati. (2018). Peran Kepuasan Pelanggan dalam Memediasi Pengaruh Kualitas Layanan terhadap Loyalitas Pelanggan (Studi pada Rumah Makan Bakmi Tungku di Kabupaten Bandung). E-Jurnal Manajemen Universitas Udayana, 7(1), 525–554.

Qanun, N. 11 T. 2018. (2018). Qanun Nomor 11 Tahun 2018. https://repository.uinjkt.ac.id/dspace/handle/123456789/44797

Qudratullah, muhammad qori, & Firmansyah, F. (2024). THE INFLUENCE OF PRODUCT QUALITY AND SERVICE QUALITY ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION AT BANK SYARIAH INDONESIA KCP PANDAAN PASURUAN. DIMENSI, 13(November), 675–690.

Rasyid Abi Sandi & Fitri Nur Latifah. (2023). Pengaruh Kualitas Pelayanan Dan Teknik Promosi Terhadap Kepuasan Nasabah Pada Bank Syariah Indonesia Kc Jenggolo. Jurnal Tabarru’ : Islamic Banking and Finance, 6(1), 358–370.

Ridha Maisaroh, & Maulida Nurhidayati. (2021). Faktor-Faktor Yang Mempengaruhi Loyalitas Konsumen Toko Stars Madiun 2. Niqosiya: Journal of Economics and Business Research, 1(2), 197–216. https://doi.org/10.21154/niqosiya.v1i2.282

Rizal, A., Rafliani, F., & Malsa, F. (2024). The Influence Of Service Quality And Prices On Customer Satisfaction At 36 Store. 5(2), 5906–5916.

Rusdiyanto, W., & Suranti, S. (2021). Analisis Pengaruh Kualitas Pelayanan pada Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Mediaso. Efisiensi: Kajian Ilmu Administrasi, 18(1), 15–28.

Sinaga, J., Kamase, J., Arfah, A., & Suriyanti. (2022). Pengaruh Bauran Pemasaran Jasa Terhadap Kepuasan Dan Loyalitas Pelanggan Hotel Claro Makassar. Journal of Management Science ( JMS ), 3(1), 81–103.

Slamet, R., & Wahyuningsih, S. (2022). Validitas Dan Reliabilitas Terhadap Instrumen Kepuasan Ker. Aliansi : Jurnal Manajemen Dan Bisnis, 17(2), 51–58. https://doi.org/10.46975/aliansi.v17i2.428

So, K. K. F., Yang, Y., & Li, X. (2024). Fifteen Years of Research on Customer Loyalty Formation: A Meta-Analytic Structural Equation Model. Cornell Hospitality Quarterly, X. https://doi.org/10.1177/19389655241276506

Suchánek, P., & Králová, M. (2019). Customer satisfaction, loyalty, knowledge and competitiveness in the food industry. Economic Research-Ekonomska Istrazivanja , 32(1), 1237–1255. https://doi.org/10.1080/1331677X.2019.1627893

Sugiyono. (2013). Metodologi Penelitian Kuantitatif, Kualitatif dan R & D. ALFABETA.

Supriyanto, A., Wiyono, B. B., & Burhanuddin, B. (2021). Effects of service quality and customer satisfaction on loyalty of bank customers. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1937847

Tedjokusumo, C., & R. Murhadi, W. (2023). Customer satisfaction as a mediator between service quality and customer loyalty: a case study of Bank Central Asia. Jurnal Siasat Bisnis, 27(2), 156–170. https://doi.org/10.20885/jsb.vol27.iss2.art3

Terminanto, A. A. (2019). Pengaruh Kualitas Pelayanan, Produk, Dan Lokasi Terhadap Kepuasan Nasabah Pada Bank Syariah Mandiri Cabang Cengkareng. Zhafir | Journal of Islamic Economics, Finance, and Banking, 1(2), 119–134. https://doi.org/10.51275/zhafir.v1i2.153

Trimulyana, R. A. (2024). Transformasi Digital dalam Perbankan Syariah dan Dampaknya pada Masyarakat Muslim. Persya: Jurnal Perbankan Syariah, 2(1), 8–12. https://doi.org/10.62070/persya.v2i1.52