Pengaruh Kualitas Pelayanan Dan Brand Image Terhadap Kepuasan Nasabah Pada Bank Syariah Indonesia Kantor Cabang Duri

Hamzah, Ghinaa (2023) Pengaruh Kualitas Pelayanan Dan Brand Image Terhadap Kepuasan Nasabah Pada Bank Syariah Indonesia Kantor Cabang Duri. Other thesis, Universitas Islam Riau.

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Abstract

ABSTRACT THE INFLUENCE OF SERVICE QUALITY AND BRAND IMAGE ON CUSTOMER SATISFACTION AT INDONESIAN SHARIA BANK (BSI) OF DURI BRANCH OFFICE GHINAA MARDHIYYAH 192610247 This study is motivated by the development of Islamic financial institutions in Indonesia. When viewed from the increasing number of conventional banks that have switched to Islamic banks, it means that there is high enthusiasm for Islamic banking. The aim of the study is to investigate whether the customer satisfaction at Indonesia Sharia Bank (BSI) of Duri Branch Office is influenced by the service quality and brand image. In this study, the problem formulation of the study is how customer satisfaction at Indonesian Sharia Bank (BSI) of Duri Branch Office is influenced by the service quality and brand image. This study uses a quantitative approach by distributing questionnaires to the customers of Indonesian Sharia Bank (BSI) of Duri Branch Office to obtain information about the customer satisfaction which is influenced by Service Quality and Brand Image of Indonesian Sharia Bank (BSI). In analyzing the data, the statistical analysis of the t-test, f-test, and the coefficient of determination (R-squared) are perfomed by the SPSS (Statistical Package for Social Science). The results of the statistical analysis carried out are as follows: The results of the t-test and f-test show that the variables of service quality and brand image simultaneously and partially have a positive and significant influence on customer satisfaction. The results of the coefficient of determination test (R-squared) show that the variables of service quality and brand image have an influence on customer satisfaction. This is indicated by the R-squared value of 40.7%, while the remaining 59.3% is influenced by other factors which are not examined in this study.

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