Faktor-Faktor yang Mempengaruhi Word of Mouth Bank Syariah di Jakarta

Abstract

This study aims to determine the effect of service quality, company image, and customer satisfaction on word of mouth on islamic bank. Data collection applies the purposive sampling method using a Likert scale. The sample of transactions obtained is 200 respondents who are islamic bank customers, domiciled in Jakarta, and have transacted at least twice. Data were processed using SPSS software version 25 for the validity-reliability test. Data analysis and hypothesis testing with Amos software version 21. The results of this study: (1) service quality has a positive and significant effect on customer satisfaction; (2) company image has a positive and significant effect on customer satisfaction; (3) service quality has a positive and significant effect on word of mouth; (4) corporate image has a positive and significant effect on word of mouth; (5) customer satisfaction has a positive and significant effect on word of mouth; (6) service quality has a positive and significant effect on word of mouth through customer satisfaction indirectly; (7) corporate image has positive and significant effect on word of mouth through customer satisfaction indirectly.

Penelitian ini bertujuan untuk menguji pengaruh kualitas pelayanan, citra perusahaan, dan kepuasan nasabah terhadap word of mouth bank syariah. Penghimpunan data menerapkan metode purposive sampling menggunakan skala Likert. Sampel yang didapatkan berjumlah 200 responden yang merupakan nasabah bank syariah, berdomisili di Jakarta, dan setidaknya melakukan transaksi sedikitnya dua kali. Olah data dilakukan menggunakan software SPSS versi 25 untuk uji validitas-reliabilitas. Analisis data dan uji hipotesis dengan software Amos versi 21. Hasil penelitian: (1) kualitas pelayanan berpengaruh terhadap kepuasan nasabah secara positif dan signifikan; (2) citra perusahaan berpengaruh terhadap kepuasan nasabah secara positif dan signifikan; (3) kualitas pelayanan berpengaruh terhadap word of mouth secara positif dan signifikan; (4) citra perusahaan berpengaruh terhadap word of mouth secara positif dan signifikan; (5) kepuasan nasabah berpengaruh terhadap word of mouth secara positif dan signifikan; (6) kualitas pelayanan berpengaruh secara tidak langsung terhadap word of mouth melalui kepuasan nasabah secara positif dan signifikan; (7) citra perusahaan berpengaruh secara tidak langsung terhadap word of mouth secara positif dan signifikan.