The Influence of Religiosity, Brand Image, and Perceived Value on Customer Loyalty in Islamic Banks
DOI:
https://doi.org/10.31328/bmb.v7i1.960Keywords:
Customer Loyalty, Perceived Value, Brand Image, ReligiosityAbstract
The Islamic banking business is currently experiencing a significant increase in the level of rivalry amongst banks in order to recruit and maintain customer loyalty. Through the use of perceived value and brand image as mediating variables, the objective of this study is to ascertain the impact that religion has on the loyalty of customers. In this quantitative study, a purposive sample method was utilised, and questionnaires were distributed to a total of one hundred thirty clients of the Cikupa Branch of Bank Syariah Indonesia (BSI), which is located in the Tangerang Regency. AMOS-based Structural Equation Modelling (SEM) was the method that was utilised in order to carry out the analysis of the primary data. On the basis of the findings, four hypotheses were offered, three of which were accepted while the fourth was rejected. Customer loyalty is positively impacted by religiosity, however there is no impact on perceived value as a result of religiosity. Value that is seen to be present has a beneficial impact on consumer loyalty. Additionally, it has been demonstrated that the influence of perceived value on customer loyalty is greatly moderated by the brand image of the company. There was no evidence to support the hypothesis that perceived value acts as a mediator in the connection between religion and customer loyalty.
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