Loyalitas nasabah pada Bank Syariah Indonesia: Dampak relationship marketing dan mobile banking dengan switching barrier sebagai variabel moderating
DOI:
https://doi.org/10.53088/jmdb.v2i1.153Keywords:
Relationship marketing, Mobile banking, Switching barrier, LoyaltyAbstract
This research aims to determine the effect of relationship marketing and mobile banking on customer loyalty at Bank Syariah Indonesia, with switching barriers as a moderating variable. The sample used in this research was 100 customers, with a sampling technique using a questionnaire. The analytical method used is a moderated regression analysis (MRA). The results show that the relationship marketing variable positively affects loyalty. Mobile banking harms loyalty. The results of the MRA analysis show that the switching barrier variable can moderate the influence of relationship marketing and mobile banking variables on customer loyalty.
References
Afrianty, T. W., & Putriwahyuni, S. (2020). Analisis Keadilan Prosedural dlam Penilaian Kinerja: Perspektif Sosial Exchange. 3, 227–244.
Arcand, M., PromTep, S., Brun, I., & Rajaobelina, L. (2017). Mobile Banking Service Quality and Customer Relationships. International Journal of Bank Marketing, 35(7), 1066–1087. https://doi.org/10.1108/IJBM-10-2015-0150
Ariono, I. (2020). Layanan Internet Banking dan Pengaruhnya terhadap Loyalitas Nasabah Bank BNI 46 Wonosobo. Syariati, 6(01), 127–142. https://doi.org/10.32699/syariati.v6i01.1251
Ayu Gumilang Lestari, N. H. (2020). Pengaruh Kepercayaan dan Hambatan Berpindah Terhadap Loyalitas. Jurnal Bisnis, Manajemen Dan Keuangan, 1, 1–14.
Cropanzano, R., & Mitchell, M. S. (2005). Social Exchange Theory: An Interdisciplinary Review. Journal of Management, 31(6), 874–900. https://doi.org/10.1177/0149206305279602
Dewi, R. I. (2016). Pengaruh E-Banking dan Kualitas Pelayanan terhadap Loyalitas Nasabah pada PT. Bank BNI’46 Cabang Langsa. Jurnal Manajemen Dan Keuangan Unsam, 5(2), 545–554.
Fuja, D. (2019). Pengaruh Kualitas Layanan Internet Banking dan Kepuasan Nasabah teerhadap Loyalitas Nasabah Pada PT. Bank Syariah Mandiri Kantor Cabang Ulee Kareng. Journal of Consumer Marketing, 8(5), 55.
Garepasha, A., Aali, S., Bafandeh Zendeh, A. R., & Iranzadeh, S. (2020). Relationship Dynamics in Customer Loyalty to Online Banking Services. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-09-2019-0183
Handayani, H. D. (2018). Pengaruh Kepuasan Terhadap Loyalitas Dengan Switching Cost Sebagai Variabel Intervening Pada Nasabah Prioritas. Jurnal Ilmiah Bisnis, Pasar Modal, Dan UMKM, (2), 30–43.
Hoque, M. E., Nik Hashim, N. M. H., & Azmi, M. H. Bin. (2018). Moderating Effects of Relationship Marketing and Financial Consideration on Customer Attitude and Intention to Purchase Islamic Banking Products: A Conceptual Framework. Journal of Islamic Marketing, 9(4), 799–822. https://doi.org/10.1108/JIMA-01-2017-0005
Istiqomawati, A. (2017). Pengaruh Dimensi Relationship Marketing Terhadap Kepuasan Dan Loyalitas Nasabah. Jurnal Ekonomi Bisnis, 18(1), 28–39.
Kandou, H. A. (2017). Pengaruh Relationship Marketing Terhadap Loyalitas Nasabah di PT. Bank Mandiri KC. Dotulolong Lasut Manado. Jurnal Administrasi Bisnis, 53(9), 1689–1699.
Maria, S. H., & Hanifa, F. H. (2016). Pengaruh Kualitas Jasa Perbankan Dengan Menggunakan Internet Banking Terhadap Loyalitas Nasabah. Ecodemica, IV(1), 15–23.
Naeem, M. (2020). Developing The Antecedents of Social Influence for Internet Banking Adoption Through Social Networking Platforms: Evidence from Conventional and Islamic Banks. Asia Pacific Journal of Marketing and Logistics, 33(1), 185–204. https://doi.org/10.1108/APJML-07-2019-0467
Nikmah, N. R. (2017). Hubungan Relationship Marketing, Customer Satisfaction Dan Customer Loyalty. Kompetensi, 11(2), 196–209.
Nursiana, A. (2016). Pengaruh Internet Banking, Kualitas Layanan, Reputasi Produk, Lokasi, Terhadap Loyalitas Nasabah Dengan Intermediasi Kepuasan Nasabah. Jurnal Keuangan Dan Perbankan, 19(3), 450–462. https://doi.org/10.26905/jkdp.v19i3.43
Pranomo, D. S., Haryono, A. T., & Warso, M. M. (2016). Pengaruh Relationship Marketing Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening ( Studi Empiris Pada Bmt Bina Umat Sejahtera Lasem ). Journal of Management, Vol.02(No.02), 1–18.
Priyono. (2018). Metode Penelitian Kuantitatif (I; T. Chandra, Ed.). Sidoarjo: Zifatama Publishing.
Ronny, Nurhadi, M., & Ilfitriah, A. M. (2020). The Understanding Customer Satisfaction on Internet Banking: A Case Study in Indonesia. Jurnal Organisasi Dan Manajemen, 16(1), 36–47. https://doi.org/10.33830/jom.v16i1.821.2020
Sari, H. K. (2018). Efektivitas Loyalty Program dalam Customer Relationship Management Terhadap Kepuasan dan Loyalitas Pelanggan. 177–206.
Sari, Y. K. (2018). Pengaruh Kualitas Pelayanan, Relationship Marketing Dan Corporate Social Resposibility Terhadap Loyalitas Dan Kepuasan Nasabah Bank. Jurnal Bisnis Dan Manajemen, 17(2), 1. https://doi.org/10.20961/jbm.v17i2.17184
Sastra, L. M., Sakti, D. P. B., & Furkon, L. . (2018). Analisa Pengaruh Relationship Marketing Terhadap Loyalitas Nasabah Pada PT. Bank Perkreditan Rakyat Segara Anak Kencana Cabang Mataram. Jurnal Magister Manajemen, 7(2), 103–117.
Stevana, I. M., & Agung, I. G. (2018). Pengaruh Kualitas Layanan Online Terhadap Kepuasan, Komitmen, dan Loyalitas Nasabah Internet Banking di Kota Denpasar. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 1(4), 473–488.
Syamsyiah, F. (2017). Pengaruh Internet Banking, Kualitas Layanan, dan Emotional Satisfaction Terhadap Loyalitas Nasabah Penabung Pada Bank BNI Syariah Cabang Pembantu Cilandak. Journal of Management, 2, 13–20.
Tesfom, G., & Birch, N. J. (2016). Do Switching Barriers in The Retail Banking Industry Influence Bank Customers in Different Age Groups Differently? Journal of Services Marketing, 25(5), 371–380. https://doi.org/10.1108/08876041111149720
Thompson, S. A., Loveland, J. M., & Loveland, K. E. (2019). The Impact of Switching Costs and Brand Communities on New Product Adoption: Served-Market Tyranny or Friendship with Benefits. Journal of Product and Brand Management, 28(2), 140–153. https://doi.org/10.1108/JPBM-10-2017-1604
W. Gulo. (2002). Metodologi Penelitian (Viii). Jakarta: Gramedia Widiasarana Indonesia.
Yusriadi. (2017). Pengaruh Relationship Marketing Terhadap Loyalitas Nasabah Pada PT. Bank Pembiayaan Rakyat Syariah (BPRS) Berkah Dana Fadhlillah di Kabupaten Kampor Provinsi Riau. 14(2), 115–120.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Dudi Agus Sutomo, Mohammad Rofiuddin
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright @2021. This is an open-access article distributed under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License ( https://creativecommons.org/licenses/by-sa/4.0/)
Indonesian Journal of Economics Studies is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.