ANTESEDEN CONSUMERS’ LOYALTY PADA PERBANKAN SYARIAH DI INDONESIA
Abstract
Dalam penelitian ini, kami menjelajahi dampak variabel brand love, brand commitment, dan brand trust terhadap kesadaran pelanggan (consumers’ awareness) pada lima bank syariah terkemuka di Indonesia : Bank Syariah Mandiri, BNI Syariah, BRI Syariah, Bank Muamalat Indonesia, dan Bank CIMB Niaga Syariah. Penelitian ini juga bertujuan untuk menguji apakah ketiga variable tersebut memiliki dampak positif dan signifikan terhadap loyalitas konsumen (consumers’ loyalty) pada lima Bank Syariah di Indonsia tersebut. Dengan pertumbuhan yang signifikan dalam sektor perbankan syariah di Indonesia, penelitian ini memberikan wawasan mendalam tentang faktor-faktor yang mempengaruhi kesadaran dan loyalitas konsumen, serta memperkaya pemahaman kita dalam menghadapi persaingan yang ketat di antara bank-bank tersebut.
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