The Role of Sharia Marketing in Increasing Customer Loyalty (An Empirical Study of BMT in Kudus Regency)

• Main Authors: Anita Rahmawaty, Wahibur Rokhman
• Format: Article
• Language: English
• Published: Sekolah Tinggi Agama Islam Negeri (STAIN) Kudus 2018-09-01
• Series: Iqtishadia
• Subjects: sharia marketing, service quality, satisfaction, customer loyalty
• Online Access: https://journal.iainkudus.ac.id/index.php/IQTISHADIA/article/view/3728

This research strives to empirically examine and analyze the influence of syariah marketing and service quality on BMT customer loyalty and satisfaction in Kudus Regency. This study was a survey research that used a quantitative approach. The research data were obtained from 250 BMT customers within Kudus Regency by using an accidental sampling technique. Meanwhile, the data analysis used a path analysis technique. The research findings revealed that: first, sharia marketing has a positive and significant influence on customer satisfaction; second, service quality has a positive and significant influence on customer satisfaction; third, sharia marketing has a positive and significant influence on customer loyalty; fourth, service quality has a positive and significant influence on customer loyalty; and fifth, customer satisfaction has a positive and significant influence on customer loyalty.