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).