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675
Journal Of Economics, Technology, and Business (JETBIS)
Volume 3, Number 3 March 2024
p-ISSN 2964-903X; e-ISSN 2962-9330
EXAMINING THE INFLUENCE OF ISLAMIC BRANDING, PHYSICAL
EVIDENCE, AND RELATIONSHIP QUALITY ON CUSTOMER LOYALTY IN
THE CONTEXT OF BANK SYARIAH INDONESIA (BSI) MAKASSAR BRANCH
AT UNISMUH
Achmad Riady
1
, Ida Farida
2
, Mutammimal Husna
3
, Elvi
4
Institut Parahikma Indonesia
1,3,4
, Institut Agama Islam Negeri Bone
2
, Indonesia
Email: [email protected]
1
, [email protected]
2
,
[email protected]
3
, [email protected]
4
KEYWORDS:
Islamic Branding, Physical
Evidence, Relationship
Quality, Loyalitas Nasabah
ABSTRACT
This study aims to investigate the influence of certain factors on
customer loyalty in using Bank Syariah Indonesia (BSI) KCP
Makassar Unismuh products. The factors studied include Islamic
branding, physical evidence, and relationship quality. The research
was conducted from July to August 2023 using a descriptive
quantitative approach. The data used in this study are primary data
collected through the distribution of questionnaires, observation, and
documentation. The sample of this study was selected by simple
random sampling and consisted of 75 respondents. To analyze the
data, this study used multiple linear regression and the SPSS version
20 application. The results showed that partially, Islamic branding has
no significant effect on customer loyalty. However, physical evidence
and relationship quality partially have a positive and significant
influence on customer loyalty. Simultaneously, islamic branding,
physical evidence, and relationship quality have a positive and
significant effect on customer loyalty. The implications of this study
indicate that factors such as Islamic branding, physical evidence, and
relationship quality have a positive impact on customer loyalty in
using BSI KCP Makassar Unismuh products. Although Islamic
branding does not have a significant effect partially, other factors still
make a good contribution to customer loyalty in using BSI products.
INTRODUCTION
The current era of globalization has a significant impact on the growth of the world
economy. Economic growth is a very important aspect so it becomes an indicator of attention
to the progress of a country (Sulistiyono, 2019). Economic growth is currently dominated by
the contribution of the banking industry. The Banking Industry is the center of world finance,
both in developed and developing countries. One of them is Indonesia, which has begun to
focus on developing the progress of the Islamic financial industry, especially in the field of
Islamic banking. With a Muslim population of 229 million or 87.2% of the total population.
In 2022, the Word Population Review released data on the growth of the Muslim
population in Indonesia to 231 million people, from this data making Indonesia the country
with the largest population majority in the world. This proves that Indonesia has a huge
opportunity to increase the Islamic banking industry (Kompas.com, n.d.).
Vol 3, No 3 March 2024
Examining The Influence Of Islamic Branding, Physical
Evidence, And Relationship Quality On Customer Loyalty In The
Context Of Bank Syariah Indonesia (BSI) Makassar Branch At
Unismuh
https://jetbis.al-makkipublisher.com/index.php/al/index
Figure 1
World Islamic Bank Penetration
(source: CNBC.Com)
The figure above shows a data penetration (implementation) of Islamic banking in
Indonesia is still low, this is evident if we compare from the total Muslim population of 5.3%
compared to 222 million Muslims (CNBC Indonesia., n.d.). The government took a new
breakthrough strategy in the banking sector by merging companies, to create and support
existing opportunities. Therefore, Bank Syariah Indonesia (BSI) is the result of the merger of
three State-Owned Enterprises (SOE) Islamic banks, namely Bank Rakyat Indonesia (BRI)
Syariah, Bank Syariah Mandiri (BSM) and Bank Negara Indonesia (BNI) Syariah. SOE
Minister Erick Thohir approved and realized the merger of the three SOE banks on February
1, 2021 (Kompas.Com, 2021).
According to (Asmar, n.d.) the merger between the three state-owned banks aims to unite
the focus of the community in terms of using only one Islamic bank. The government hopes
that this merger will be able to expand public funding options, especially Sharia-based funding,
strengthen the capital structure of Islamic banks, and be able to build an adequate Islamic bank.
With the merger, it is hoped that BSI can provide a variety of increasingly complex products,
so as to attract the public and also strengthen various other financial systems (Ahmadi et al.,
2021).
Along with the times, Islamic banking has indeed experienced growth. However, public
loyalty to Islamic banks is still low, among people in South Sulawesi or more precisely in
Makassar City with a population of ± 82265 people (Badan Pusat Statistik Provinsi Sulawesi
Selatan, n.d.). With this number, this city has the potential to develop the Islamic financial
industry, especially in the city center of Makassar City where Bank Syariah Indonesia (BSI)
KCP Makassar Unismuh has been established. However, it can be seen from the daily lives of
Muslim communities who are still loyal to using conventional banking products. This is in
accordance with the results of the author's observations and can be seen from the growth of
assets owned by Conventional Banks which are still high, both from profit or income and also
the number of customers (Karim & Tajibu, 2022).
According to (Ballo & Andreani, 2019) the loyal behavior shown by customers to a bank
is inseparable from two factors inherent in society. These factors are internal (from within) and
external (from outside) factors, external factors can be influenced by the lack of physical
Examining The Influence Of Islamic Branding, Physical
Evidence, And Relationship Quality On Customer Loyalty In
The Context Of Bank Syariah Indonesia (Bsi) Makassar Branch
At Unismuh
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677
evidence, meaning physical evidence or facilities.
One strategy that can also be used to overcome the above problems is to maximize
physical evidence. Adequate physical facilities both in terms of room cleanliness,
sophistication of the technology used, and other facilities, are also important indicators in terms
of banking service quality. Because this also influences the community to use Islamic banking
products. In line with the opinion (Lupiyoadi, 2001) (Putri, 2021), that customer satisfaction
can be created from the quality of quality service received by customers through the element
of physical evidence.
This phenomenon makes producers both Muslims and non-Muslims compete to develop
a halal product to reach the Muslim target market. Three product categories are targeted by
producers, namely food products, lifestyle, and the service sector, one of which is Islamic
banking. Therefore, Islamic banking, especially BSI, maximizes the Islamic branding strategy
(Santoso, 2019).
According to this (Asmar, n.d.), the use of Islamic branding strategies will have an
impact on customer decisions in buying and using products. In line with this (Baihaki et al.,
2023), the results of his research show that Islamic branding has an important role in customer
loyalty at an Islamic bank (Alserhan, 2010). Apart from physical evidence and Islamic
branding, relationship quality factors can also greatly affect customer loyalty in using existing
products at banks. (Jamilah & Aulia, 2022) reveals that maintaining existing customers is more
difficult than attracting people to become new customers. Therefore, BSI must be able to retain
its customers, especially for old customers to remain loyal, loyal, and active. Many previous
studies such as (Putri, 2021) have proven that creating, fostering, and maintaining good
relationships with customers will have a good impact on the development of Islamic banking,
thus creating customer loyalty.
RESEARCH METHODS
This research uses a quantitative approach as its methodological framework, where data
is collected in the form of numbers and analyzed using statistical formulas. The population of
this study consists of customers or customers who use BSI KCP Makassar Unismuh products.
To determine the sample, the researcher applied the simple random sampling method and
selected 75 respondents who fit the research criteria. Data were collected through observation
as a means of direct observation of related phenomena, documentation as an effort to obtain
information and data from various relevant sources, as well as questionnaires given to
respondents using a Likert scale as a measurement instrument. The Likert scale has a score
range from 1 to 5, with 1 indicating a very high level of disagreement, while 5 indicates a very
high level of agreement.
This study adopted a data collection method involving observation, documentation, and
questionnaires. Observation was conducted as an effort to directly observe the phenomena that
occurred related to the research title. Documentation was used as a means of obtaining
information and data from various sources relevant to this research. The questionnaire prepared
by the researcher was given to respondents to get their responses related to the level of loyalty
in using BSI KCP Makassar Unismuh products. This questionnaire uses a Likert scale as a
measurement tool, where respondents provide a score based on their level of agreement with
the statements given (Anwar & Saleh, 2022).
Vol 3, No 3 March 2024
Examining The Influence Of Islamic Branding, Physical
Evidence, And Relationship Quality On Customer Loyalty In The
Context Of Bank Syariah Indonesia (BSI) Makassar Branch At
Unismuh
https://jetbis.al-makkipublisher.com/index.php/al/index
In this study, the sample was selected using the simple random sampling method and
consisted of 75 respondents. Data obtained through observation, documentation, and
questionnaires will be analyzed using relevant statistical formulas. This study aims to collect
data that can support the analysis of the influence of Islamic branding, physical evidence, and
relationship quality on the level of customer loyalty using BSI KCP Makassar Unismuh
products.
RESULTS AND DISCUSSION
Data Quality Test
a. Validity Test
The validity test is a medium that serves to test whether or not the research indicators
used in a study are valid using several statements that have been poured into the research
questionnaire. The questionnaire that has been distributed will later become the author's
benchmark for determining the validity of an indicator used. The conditions used to
determine whether the indicator is valid or not are if r count> rtabel then the instrument
items used are valid. For the value of rtabel on the 75 samples used, namely:
R
tabel
= (α ; df), (α ; n-2)
= (0.05; 73)
So that Rtabel in this study obtained (0.2272). Therefore, the following are the results of the
validity test carried out on the research instrument statement:
Table 1
Validity Test
Variables
Q
r
count
r
table
Description
Islamic
Branding
(X1)
1.
0,759
0.2272
Valid
2.
0,778
0.2272
Valid
3.
0,713
0.2272
Valid
4.
0,827
0.2272
Valid
5.
0,737
0.2272
Valid
6.
0,653
0.2272
Valid
7.
0,500
0.2272
Valid
Physical
Evidence
(X2)
1.
0,727
0.2272
Valid
2.
0,632
0.2272
Valid
3.
0,698
0.2272
Valid
4.
0,373
0.2272
Valid
5.
0,729
0.2272
Valid
6.
0,684
0.2272
Valid
7.
0,768
0.2272
Valid
8.
0,759
0.2272
Valid
9.
0,748
0.2272
Valid
Relationship
Quality (X3)
1.
0,750
0.2272
Valid
2.
0,778
0.2272
Valid
3.
0,759
0.2272
Valid
Examining The Influence Of Islamic Branding, Physical
Evidence, And Relationship Quality On Customer Loyalty In
The Context Of Bank Syariah Indonesia (Bsi) Makassar Branch
At Unismuh
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679
4.
0,793
0.2272
Valid
5.
0,741
0.2272
Valid
6.
0,747
0.2272
Valid
Loyalty (X4)
1.
0,577
0.2272
Valid
2.
0,712
0.2272
Valid
3.
0,748
0.2272
Valid
4.
0,778
0.2272
Valid
5.
0,848
0.2272
Valid
6.
0,757
0.2272
Valid
7.
0,839
0.2272
Valid
Source: primary data processed in SPSS, 2020
Table 1 above, explains that all items used in this study starting from the Islamic
branding, physical evidence, relationship quality, and loyalty variables show that all
indicators are valid and suitable for use as reference material for further research.
b. Reliability Test
(Dewi, 2018) states that the reliability test is an activity carried out to test each research
indicator whether it is good and remains consistent if the indicator is used again. For this
test using the Cronbach's Alpha value as a benchmark with the standard value of the
indicator's reliability, namely if the value of Cronbach Alpha> 0.61, it is stated that the
research variables used are reliable. the following are the results of the management of the
author regarding the reliability test, namely:
Table 2
Reliability Test
Variable
Cronbach
Alpha
Standard
Realibilitas
Keterangan
Islamic Branding (X
1
)
0,838
0,61
Very Reliable
Physical Evidence (X
2
)
0,832
0,61
Very Reliable
Relationship Quality (X
3
)
0,858
0,61
Very Reliable
Loyalitas (Y)
0,864
0,61
Very Reliable
Source: data processed in SPSS, 2020
Table 2 above, displays the results of the reliability test carried out on the four variables
used. Islamic branding, physical evidence, relationship quality, and loyalty variables have a
value> 0.81 which means very reliable based on the Cronbach Alpha value. This shows that
the indicators are reliable and remain consistent if used repeatedly.
Classical Assumption Test
a. Normality Test
The normality test is used by the author to determine whether the independent variable
and the dependent variable have a normal contribution or not. There are three ways used to
see whether the data is normally distributed or not, namely by looking at the histogram
graph, P-Plot, and significant asymp in the K-S or Kolmogrov-Simirnov test, the following
are the results of the data processed by the author:
Vol 3, No 3 March 2024
Examining The Influence Of Islamic Branding, Physical
Evidence, And Relationship Quality On Customer Loyalty In The
Context Of Bank Syariah Indonesia (BSI) Makassar Branch At
Unismuh
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Figure 2
Histogram Normality Test
Source: primary data processed in SPSS, 2020
Based on the histogram graph figure 2 above, the results of the histogram pattern show
a straight upright that does not lean to the left and right like forming a mountain that follows
number 0, it can be concluded that the regression model in this study is normally distributed
(Anderson & Narus, 1990).
Figure 3
P-Plot Normality Test
Source: data processed in SPSS, 2020
Based on the P-Plot image, it can be seen that the points follow the diagonal line, it can
be concluded that the variables are normally distributed. Apart from the histogram and P-
Plot graphs, the K-S or Kolmogrov-Simirnov test can also be used as a reference in
determining whether the data is normally distributed or not, the following are the results of
the K-S test:
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681
Table 3
Normality Test Kolmogrov-Smirnov Test
N
Unstandardized Residual
75
NormalParameters
a,b
Mean
0E-7
Std.Deviation
2,01324242
Most Extreme
Differences
Absolute
0,119
Positive
0,103
Negative
-0,119
Asymp.Sig. (2-tailed)
0,239
Source: data processed in SPSS, 2020
The data listed in Table 3 shows that the variables used contribute normally, this is
based on the value found in the asymp.sig (2-tailed) 0.239> 0.05. This proves that the
variables of Islamic branding, physical evidence, and relationship quality can be studied on
customer loyalty.
b. Multicollinearity Test
The function of the multicollinearity test is to test whether there is a correlation or
relationship between the independent variables. This refers to the torelance and VIF values,
so if the VIF value < 10 and the tolerance value> 0.1 it can be stated that there is no
correlation or relationship. The following data analysis results from SPSS 2020 are:
Table 4
Multicollinearity Test
Coefficients
a
Model
Collinearity Statistic
Tolerance
VIF
1
Islamic Branding (X1)
0,682
1,466
Physical Evidence (X2)
0,485
2,062
Relationship Quality
(X3)
0,453
2,209
a.dependent variable: customer value survey (Y)
Source: primary data processed in SPSS, 2020
In accordance with the multicollinearity test results in the table above, it can be seen
that Islamic branding, physical evidence, and relationship quality have a tolerance value>
0.1 with a VIF value < 10. Based on the test results carried out, it can be stated that the three
independent variables do not have a correlation or no multicollinearity occurs so the
regression model is declared good.
c. Heteroscedasticity Test
This third test focuses on the dot pattern in the scatterplot, with the aim of knowing
whether heteroscedasticity symptoms occur or not. The analysis is carried out on the
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Evidence, And Relationship Quality On Customer Loyalty In The
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distribution of points in the 0 area and the Y axis. If you see certain patterns such as wavy,
widening then narrowing, it is certain that heteroscedasticity symptoms occur. Meanwhile,
if it does not form an unclear pattern such as dots spreading under the number 0 and the Y
axis, it is stated that there are no symptoms of heteroscedasticity, the following are the
results of the heteroscedasticity test, namely :
Figure 4
Heteroscedasticity Test Scatterplot Model
Source: primary data processed in SPSS, 2020
Based on Figure 4 scatterplot above, shows that the points spread randomly in the area
of number 0 and the Y axis and do not form a certain pattern (wavy, narrowed, and also
widened). Therefore, it can be said that there are no symptoms of heteroscedasticity and the
regression model is valid or good to be used to predict the influence of Islamic branding,
physical evidence, and relationship quality on customer loyalty.
d. Multiple Linear Regression Test
The purpose of the multiple linear regression test is to identify the pattern of the
relationship between the independent variables (Islamic branding, physical evidence, and
relationship quality) on the dependent variable, namely customer loyalty. The following
data analysis results are carried out using SPSS version 20:
Table 5
Multiple Linear Regression Analysis Results
Model
Unstandardized
Coefficients
Standardized
Coefficients
B
Std. Error
Beta
1.
(constant)
-1,953
2,303
Islamic branding
-0,020
0,080
-0,017
Physical Evidence
0,264
0,074
0,298
Relationship Quality
0,844
0,113
0,113
Source: primary data processed in SPSS, 2020
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Based on Table 5, the equation based on the multiple linear regression model is
obtained as follows:
Y= ɑ+ β1X
1
+ β2X
2
+ β3X
3
+ɛ
Customer Loyalty = -1,953-0,020+0,264+0,844+ ɛ
The results of the multiple linear analysis equation above can be described as follows:
a. Obtained a constant value of -1.953. This means that if the Islamic branding, physical
evidence, and relationship quality variables are zero (0), then customer loyalty drops to
1.953.
b. In the Islamic branding variable has a value of -0.020, the Islamic branding variable has
a one-unit decrease, the customer loyalty variable will decrease to 0.020 and vice versa.
c. In the physical evidence variable, a constant value of 0.264 is obtained. If the Islamic
branding variable increases by one unit, then customer loyalty increases by 0.264. This
means that the better the facilities or buildings used by the community, can increase
customer loyalty using existing products at BSI. Likewise, assuming other independent
variables are constant.
d. In the relationship quality variable, a constant value of 0.844 is obtained. If the
relationship quality variable has increased by one unit, then customer loyalty increases
by 0.844. This means that the better the bank establishes relationships with customers,
the more customer loyalty in using BSI products will also increase. Likewise, assuming
other independent variables are fixed.
e. Test Coefficient of Determination (R )2
The coefficient of determination test is carried out to see how much the independent
variable affects the dependent variable.
Table 6
Koefisien Determination
Model Summary
b
Model
R
R Square
adjusted R
Square
Std.Error of the
Estimate
1
0,871
a
0,759
0,749
2.05534
Source: primary data processed in SPSS, 2020
It can be seen that the value contained in the adjusted R2 is 0.749 or 74.9% based on
Table 6 above. This shows that the customer loyalty variable is influenced 74.9% by the
Islamic branding, physical evidence, and relationship quality variables. This value indicates
that the independent variable is strong in influencing the dependent variable. While the
25.1% customer loyalty variable is influenced by other variables.
f. Hypothesis Test
Partial Test (t)
The purpose of the partial test commonly abbreviated as the t-test is to test whether
there is a relevant influence of the dependent variable (independent) on the independent
variable (dependent). There are two conditions for the hypothesis to be accepted, namely if
the significant value <0.05 and the value of t count> t
table
then it can be concluded that H
1
a
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study is accepted. The following table shows the partial test results:
Table 7
Partial Test (t)
Coefficie
a
Model
Unstandardized
coefficients
standardized
Coefficients
T
Sig.
B
Std. Error
Beta
1
(constanta)
-1.953
2.303
-848
0,399
Islamic Branding (X
1
)
-0,020
0,080
-0,017
-0,245
0,807
Physical Evidence (X
2
)
0,264
0,074
0,298
3,569
0,001
Relationship Quality (X
3
)
0,844
0,113
0,645
7,454
0,00
Source: primary data processed in SPSS, 2020
Based on the number of research respondents, the t
table
value is obtained from a formula
df = n-k-1; so df = 75-3-1 = 71 with a significant level of 5% or (α: 0.05). Obtained t
tabel
1.993 with a significant level of 0.807. The test results obtained
thitung
-0.245 < t
tabel
1.993
with a significant value of 0.807> 0.05. This explains that partially the islamic branding
variable has no significant effect on customer loyalty using BSI KCP Makassar Unismuh
products. therefore, H
1
is rejected while H
0
is accepted.
The results of the second variable test obtained a t
count
value of 3.569> t
tabel
1.993 with
a sig level of 0.001 <0.05. This indicates that the physical evidence variable partially has a
positive and significant effect on customer loyalty using BSI KCP Makassar Unismuh
products. it can be concluded that H
2
is accepted and H
0
is rejected.
Based on the results of data management on the third variable, the t
count
value is 7.454>
t
tabel
1.993, and for a sig value of 0.000 <0.05. This shows that the relationship quality
variable has a positive and significant effect on customer loyalty using BSI KCP Makassar
Unismuh products. So it can be stated that H
3
is accepted while H
0
is rejected.
Simultaneous Test (F)
This simultaneous test has the aim of knowing whether or not the variables influence
simultaneously (together) the dependent variable. The conditions for making the F test
decision are by comparing the value on the F
count
with the F value t
tabel
and also comparing
the significant value (sig). So if the result is Fcount> F
tabel
and the research value <0.05 then
simultaneously has a significant effect on the dependent variable. The following is a table
of simultaneous test results:
Examining The Influence Of Islamic Branding, Physical
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685
Table 8
Simultaneous Test (F)
ANOVA
a
Model
Sum of squares
Df
Mean square
F
Sig.
1.
Regression
946,947
3
315,649
74,720
0,000
b
Residuals
299,933
71
4.224
Total
1246,880
74
Source: primary data processed in SPSS, 2020
Based on Table 8 above, the
Fcount
value is 74.720 and the significance level is 0.000,
The value of F
tabel
can be found through the statistical table with a significant level of 0.05
(5%) using the formula F
tabel
= α: df (75-3-1) = 71. Then the
Ftabel
value is 2.73. the results
showed that
Fcount
74.720>
Ftabel
2.73 with a significant 0.000 <0.05. It can be concluded that
simultaneously the variables of Islamic branding, physical evidence, and relationship quality
have a positive and significant effect on customer loyalty so that H
3
is accepted and H
0
rejected.
Based on the partial test results (t), this study found that Islamic branding has no
significant effect on customer loyalty. The statistical test results show that the t
count
value is
-0.245, which is smaller than the t
table
value of 1.993 with a significance level of 0.05. This
indicates that there is no significant relationship between Islamic branding and customer
loyalty. This indicates that there is no significant relationship between Islamic branding and
customer loyalty. In other words, branding is not a major factor in determining customer
loyalty to banks. The data from respondents' responses to the statement "BSI KCP Makassar
Unismuh is widely recognized among the community" also supports this finding. Of the 75
respondents, 33 respondents agreed and 28 respondents strongly agreed with the statement.
This shows that people already know of the existence of Islamic banks, including BSI
Unismuh in Makassar City. Therefore, Islamic branding does not have a significant
influence on customer loyalty.
In this context, it should be noted that the familiarity of Islamic branding is still limited.
Islamic bank promotions need to be increased, both in urban and remote areas. By
conducting more intensive promotions in both areas, the public will be more familiar with
Islamic banks and encouraged to remain loyal. This requires efforts to increase public
literacy about the concept of Islamic branding and the importance of choosing Islamic
banks.
These results imply that in the context of this study, the Islamic branding factor does
not have a significant influence on customer loyalty. This shows that in choosing and
remaining loyal to a bank, people do not fully consider the branding aspects associated with
Islamic values. This implication shows that Islamic banks need to pay attention to other
factors that are more important in influencing customer loyalty.
Based on the results of the partial test (t), this study also shows that the physical
evidence variable has a positive and significant effect on customer loyalty using BSI KCP
Unismuh products. The t
count
value obtained of 3.569 is greater than the t
table
value of 1.993
with a significance level of 0.05. This shows that physical evidence, which includes physical
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Evidence, And Relationship Quality On Customer Loyalty In The
Context Of Bank Syariah Indonesia (BSI) Makassar Branch At
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aspects related to bank products and services, has an important role in creating customer
loyalty.
These results imply that banks, especially BSI KCP Unismuh, need to pay sufficient
attention to the physical evidence aspect to build and maintain customer loyalty. Physical
evidence includes various elements such as the physical appearance of the bank branch,
available facilities, staff appearance, and the quality and reliability of the products offered.
By paying attention to these aspects and ensuring that the physical evidence provided to
customers is adequate and in line with their expectations, banks can increase customer
satisfaction levels and build strong loyalty.
Banks also need to optimize the use of physical evidence as a marketing tool (Warnadi,
2019). In the context of Islamic banks, physical evidence can be used as a means to
communicate the Islamic values held by the bank and differentiate themselves from
conventional banks. For example, interior design that reflects Islamic principles, provision
of facilities that support Islamic financial practices, and adherence to ethical principles in
financial transactions. In this way, physical evidence can be an important factor in attracting
customers and strengthening their loyalty.
Based on the partial test results (t), this study shows that the relationship quality variable
has a positive and significant influence on customer loyalty using BSI KCP Unismuh
products. The tcount value obtained of 7.454 is much greater than the ttable value of 1.993
with a significance level of 0.05. In addition, the sig value obtained of 0.000 is also much
smaller than the specified significance level. This shows that relationship quality, which
includes factors such as trust, satisfaction, and commitment, has a significant role in
maintaining and increasing customer loyalty.
The implication of this result is that banks, especially BSI KCP Unismuh, need to pay
high attention to the quality of relationships with customers. Factors such as trust,
satisfaction, and commitment are very important in building strong relationships with
customers and maintaining their loyalty. Banks should strive to create a friendly
environment, provide responsive service, and consistently meet customer expectations. In
the context of Islamic banks, it is also important to demonstrate commitment to the Islamic
principles held by the bank, thereby increasing the trust and satisfaction of customers who
have a preference for products and services that conform to Islamic values.
The analysis that can be drawn from these results is that relationship quality has a very
important role in influencing customer loyalty. When customers are satisfied with the
relationship with the bank, have high trust, and feel committed to the bank, they tend to be
more loyal and maintain a relationship with the bank. In a highly competitive environment,
banks need to focus on developing strong relationships with customers, both through
personal interactions and through quality services.
Another implication is that banks need to continuously monitor and improve the quality
of customer relationships. This can be done through collecting feedback from customers,
making improvements in the service process, and paying more attention to customer needs
and preferences. By strengthening relationship quality, banks can build sustainable customer
Examining The Influence Of Islamic Branding, Physical
Evidence, And Relationship Quality On Customer Loyalty In
The Context Of Bank Syariah Indonesia (Bsi) Makassar Branch
At Unismuh
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loyalty and gain a competitive advantage in the market.
In addition to the implications mentioned earlier, there are several other implications of
the partial test results that show a positive and significant effect of relationship quality
variables on customer loyalty using BSI KCP Unismuh products. These implications
include:
a. The importance of customer empowerment: Relationship quality includes factors such as
trust, satisfaction, and commitment. The implication is that banks need to empower
customers by giving them access to relevant information, giving them control over
decision-making, and being involved in the product and service development process. By
empowering customers, banks can improve relationship quality and strengthen customer
loyalty.
b. The important role of trust: Trust is a key element in relationship quality. The implication
is that banks need to commit to building and maintaining customer trust through
transparency in policies and processes, reliability in service delivery, and protection of
customer interests. Strong trust will provide a solid foundation for building long-term
loyalty.
c. Focus on customer satisfaction: Customer satisfaction is an important factor in
influencing their loyalty. The implication is that banks need to consistently deliver
services that meet or exceed customer expectations. This can be achieved by identifying
customer needs, providing timely and effective solutions, and providing a positive
experience during interactions with the bank.
d. Commitment as a driver of loyalty: Customer commitment to the bank is a strong factor
in maintaining loyalty. The implication is that banks should strive to build customer
commitment by providing added value, benefits and relevant incentives. Banks also need
to maintain a mutually beneficial relationship with customers, so that they feel attached
and are reluctant to switch to another bank.
e. Sustainability of customer loyalty: Another important implication is that banks need to
recognize that customer loyalty is not a static achievement, but an ongoing process.
Banks need to continuously maintain and strengthen relationship quality by monitoring
customer needs and preferences, adapting to market changes, and continuously
improving the quality of their products and services. By doing so, banks can ensure the
sustainability of customer loyalty and win the competition in the banking industry.
CONCLUSION
Based on the results of analysis and discussion of Islamic branding variables, physical
evidence, and relationship quality on customer loyalty using Bank Syariah Indonesia (BSI)
KCP Makassar Unismuh products, it can be concluded that:
First, the partial hypothesis test results show that the Islamic branding variable has no
significant effect on customer loyalty using BSI KCP Makassar Unismuh products. This shows
that in the context of this study, Islamic branding attributes related to the Islamic identity of the
bank do not have a significant influence in influencing customer loyalty. Although BSI KCP
Makassar Unismuh is an Islamic bank, the Islamic branding factor is not the main factor
influencing customer loyalty.
Vol 3, No 3 March 2024
Examining The Influence Of Islamic Branding, Physical
Evidence, And Relationship Quality On Customer Loyalty In The
Context Of Bank Syariah Indonesia (BSI) Makassar Branch At
Unismuh
https://jetbis.al-makkipublisher.com/index.php/al/index
Second, the physical evidence variable is partially proven to have a positive and
significant influence on customer loyalty using BSI KCP Makassar Unismuh products. This
means that physical aspects related to customer service and experience, such as the quality of
physical facilities, employee appearance, and the physical environment of bank branches, have
an important role in building and maintaining customer loyalty. Banks need to pay special
attention to these aspects to create a positive experience for customers and strengthen their
loyalty.
Third, the relationship quality variable is also partially proven to have a positive and
significant influence on customer loyalty using BSI KCP Makassar Unismuh products. This
suggests that factors such as trust, satisfaction, and commitment in the relationship between
banks and customers play an important role in maintaining and increasing customer loyalty.
Banks need to focus on developing strong relationships with customers, providing responsive
service, and meeting customer expectations to strengthen their loyalty.
Finally, the results of this study also show that simultaneously, Islamic branding, physical
evidence, and relationship quality have a positive and significant influence on customer loyalty
using BSI KCP Makassar Unismuh products. This means that in building customer loyalty,
banks need to pay attention to all these variables holistically. Integrating Islamic branding,
improving physical evidence, and strengthening relationship quality are effective strategies for
building strong and sustainable customer loyalty.
In order to increase customer loyalty, BSI KCP Makassar Unismuh needs to consider
optimizing aspects of physical evidence and relationship quality in its services. In addition, the
bank can also conduct further evaluation and development related to Islamic branding, to
ensure that the Islamic attributes presented can be more relevant and attractive to customers.
Thus, banks can gain a competitive advantage in the Islamic banking market and build strong
relationships with loyal customers.
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