The Influence of E-Banking Service Quality, Marketing Communication and Corporate Image on Customer Satisfaction and Its Impact on Customer Loyalty (Survey on Indonesian Sharia Banks in East Priangan, West Java)

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Journal of Industrial and Logistics Management

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The Influence of E-Banking Service Quality, Marketing Communication and Corporate Image on Customer

Satisfaction and Its Impact on Customer Loyalty

(Survey on Indonesian Sharia Banks in East Priangan, West Java)

Nila Nurochani¹⁾, Eddy Jusuf²⁾, Undang Juju³⁾, Sidik Priadana⁴⁾, Azhar Affandi⁵⁾

1)STEI Ar-Risalah Ciamis, Indonesia

2,3,4,5)Universitas Pasundan, Bandung, Indonesia

A^RTICLE I^NFORMATION ABSTRACT

Article history:

Received:February 00, 00 Revised:March 00, 00 accepted:April 00, 00

Keywords:

Quality of E-Banking Services Marketing Communications Corporate Image

Customer Satisfaction Customer Loyalty

The success of the performance of Bank Syariah Indonesia in East Priangan, West Java (BSI), one of which will depend on the quality of marketing management carried out by BSI, which in turn will be able to increase customer satisfaction and customer loyalty. This study aims to determine and examine the effect of E-Banking Service Quality, Marketing Communication and Corporate Image on Customer Satisfaction and Their Impact on BSI Customer Loyalty in Priangan Timur, West Java. This study uses quantitative methods with descriptive analysis and verification analysis. In this study, the samples were customers with a total sample of 400 customers. The method of analysis in this study uses the Structural Equation Model (SEM) analysis.

The results of the study conclude that there is a significant effect of the quality of E-Banking Services,

This is an open access article under theCC–BYlicense.

Corresponding Author:

Nila Nurochani

STEI Ar-Risalah Ciamis, Jawa Barat, Indonesia E-mail:nylanurochani@steirisalah.ac.id

Author http://dx.doi.org/10.30988/jmil.vxix.xxxx 1

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INTRODUCTION

Technological developments that are increasingly advanced and developing rapidly have had an impact on changes in people's behavior patterns today. People are starting to turn towards digitalization which makes activities easier, faster and more efficient. For the banking world itself, digitization is a must because every customer expects service with speed, convenience, convenience in banking transactions.

Information technology is so important in the business world that the banking sector is no exception. Utilizing the use of technology to provide better service to its customers, the bank launched an information technology-based banking transaction service medium, namely electronic banking (e-banking). E-banking services provide opportunities for customers to carry out banking transactions through mobile devices or Personal Data Assistants (PDAs).

Electronic banking is a bank facility in this modern era that keeps up with developments in technology and communication. The services contained in e- banking include payments, transfers, history, and so on. The use of e-banking services on cellular phones allows customers to carry out their banking activities more easily without space and time limits. With the existence of e-banking services, it is expected to provide convenience for customers in accessing the bank without having to come directly to the bank.

The development of Islamic banking in Indonesia has not experienced a significant increase. OJK data recorded as of December 2020 Islamic banking assets (BUS and UUS) amounted to 593 trillion, with a market share of 6.51% (Bank Syariah Indonesia, 2021).

Figure 1. Indonesia's Macroeconomic Conditions

The current economic conditions provide new challenges for the banking industry.

Under current conditions, GDP for the financial services and insurance sector experienced negative growth of -0.9%. This condition affected GDP growth in the financial and insurance sectors.

Figure 2. Conditions of the Banking Industry in Indonesia

In the midst of these challenging conditions, sharia banks can still grow well and be resilient but their size is relatively small.

With a majority Muslim population in Indonesia, it is hoped that the market share of Islamic banking in Indonesia will grow well. This requires acceleration from the government to be able to encourage the growth of Islamic banking. The acceleration can be in the form of inorganic growth, growth by means of mergers or acquisitions.

Law No. 21 of 2008 facilitates the above concept, by means of merger (merging one or more banks, into the legal entity of the receiving bank, and the status of the legal entity of the merging banks ends) or

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consolidation (by establishing a new bank from the consolidation of two or more banks , and the status of the dissolved bank ended on its own).

The Indonesian government on 1 February 2021 inaugurated a new Islamic banking entity, namely Bank Syariah Indonesia, which was the result of a merger of 3 (three) BUMN Syariah banks consisting of Mandiri Syariah, BNI Syariah, and BRI Syariah. The process of merging 3 (three) state-owned Islamic banks in Indonesia is not only a short-term plan, but a long-term future goal.

Of course, Bank Syariah Indonesia will carry out several tasks as a new entity that represents an official Islamic bank that is carried out and escorted by the government.

Bank Syariah Indonesia has assets of IDR 245.7 trillion. While the core capital is IDR 20.4 trillion. With this amount, this Islamic bank will immediately enter the top 10 largest banks in Indonesia in terms of assets.

Precisely in 7th place. Furthermore, in 2025, the target is to become a global player. The target is to penetrate the top 10 Islamic banks in the world in terms of market capitalization. In addition, Bank Syariah Indonesia has around 1,200 branch offices and more than 1,700 ATMs. Currently, BSI is in the category of BUKU III banks. His ambition is to be included in the list of BUKU IV banks in 2022.

Bank Syariah Indonesia (BSI), as of June 2021, has a transaction value of the BSI digital channel reaching IDR 95.13 trillion, with the largest contribution coming from BSI Mobile services which have increased 83.56 percent year on year (year on year/yoy). If broken down, from January to June 2021, BSI Mobile's transaction volume reached IDR 41.99 trillion. This number shows a growth of 109.82 percent. This was driven by the number of mobile banking users, which reached 2.5 million users (Antaranews.com).

The number of BSI Mobile users as of August 17 2021 was more than 2.7 million users, an

increase of 79.4% since early 2021 on a YoY basis with active user growth reaching more than 1.1 million customers or an increase of 92.5% YoY . Mobile banking transactions are the largest fee-based income contributor. In terms of fee-based mobile banking performance, there was an increase of IDR 12.9 billion, up 71.85% since early 2021 on a YoY basis (CNBCIndonesia.com).

The normative foundations used in the implementation of Bank Syariah Indonesia operations include Law Number 11 of 2008 concerning Information and Electronic Transactions; Law Number 21 of 2008 concerning Sharia Banking; Law Number 8 of 1999 Concerning Consumer Protection; Law Number 36 of 1999 concerning Telecommunications; Law Number 7 of 1992 which has been amended by Law Number 10 of 1998 concerning Banking; POJK

concerning Guidelines for the

Implementation of Digital Branches by Commercial Banks (2016); Bank Indonesia Regulation Number 2/19/PBI/2000 Concerning Requirements and Procedures for Granting Written Orders or Permits to Open Bank Secrets; Bank Indonesia Regulation Number 13/1/PBI/2011 Concerning Soundness Rating of Commercial Banks; Financial Services Authority Regulation Number 4/Pojk. 03/2016 Concerning Soundness Assessment of Commercial Banks; and Financial Services

Authority Regulation Number

28/POJK.03/2019, Banking Synergy in One Ownership for the Development of Sharia Banking, LNRI Year 2019 Number 221.

Based on the phenomenon of increasing e- banking users at Bank Syariah Indonesia, the quality of e-banking services, marketing communications, corporate image, customer satisfaction and customer loyalty really needs to be improved. This is so that customers feel comfortable and safe in conducting transactions through e-banking services.

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Empirically based on the results of preliminary research on 50 customer respondents who use e-banking regarding customer loyalty, customer satisfaction, marketing communications, corporate image, and quality of e-banking services as follows:

STS TS 2%

NETRAL 23%

S 34%

SS 41%

LoyalitasNasabah

TS

NET RAL

S

SS

Figure 3. Responses to Customer Loyalty Judging from customer responses to customer loyalty as shown in Figure 1.3, it turns out that there are still customers with Neutral and Disagree responses, this indicates that not all customers are loyal, it is still possible for Bank Syariah Indonesia customers to recommend using other tire services.

Customer satisfaction is considered as one of the important elements in today's marketing strategy, and a method of analyzing customer behavior. If customers are satisfied with the goods or services provided by the company, they will probably use the company's services more. Customer satisfaction helps companies establish performance standards and successful business management. The company's profit indicator is customer satisfaction because it serves to establish and grow a customer- oriented environment and culture.

Satisfaction is accumulated by the consumer's experience of the product, which results in customer evaluations from time to time. In the business process, not only once the company sells products to customers.

Products and services will be in the mind of the customer when they use the product, or service, which is the experience for the customer. Therefore, it will be dangerous if consumers are not satisfied with the use of these services.

Several studies have shown that a dissatisfied customer is likely to tell many

other people while a satisfied customer only tells five people about the good treatment the company received. Therefore, factors to satisfy customers must first pay attention to business and find suitable solutions. When customers expect a lot of services and products, it is presented as a tool for calculating customer satisfaction, so companies want to increase customer satisfaction.

Digital marketing communication (digital promotion) is currently a must for a company to be able to convey various information through various digital communication media. The presence of the internet requires business managers to shif towards using digital instruments. Moreover, the banking industry besides using e-banking to make it easier for customers to transact, also uses digital marketing communications (via the internet) which is very necessary.

Internet as a communication medium has an important value in marketing. The internet can be used as a marketing communication medium that is applied through online advertising activities, or sales via the internet. Both are quite potential in terms of marketing effectiveness.

Using technology in marketing communications has become a necessity, now it is a part of everyday life. People communicate via email, fax, cell phones, SMS services, video conferencing, video chat rooms and social media channels. The use of digital marketing in the digital era does not only rely on brands to market their products and services but also enables online customer support through services to make customers feel supported and valued.

New media is used to describe content available using various forms of electronic communication made possible through the use of computer technology. Computer Mediated Communication (CMC) ignores time and place dependencies. Compared to face-to-face communication, CMC is not limited by time and place. That is,

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communication can occur anytime, anywhere.

An internet marketing strategy is a series of actions that will help achieve goals by using online marketing. An effective Internet marketing strategy must align with the business strategy, use clear goals for business and brand development, and be consistent with the types of customers using and being able to reach them effectively through digital channels.

Building trust is an important factor for choosing e-banking services at Bank Syariah Indonesia because it is believed that it will fulfill all needs according to customer expectations. Trust is not enough, corporate image is also a consideration for the community in strengthening their hearts to want to join Bank Syariah Indonesia. By trying to attract customers to use existing products, one way is to provide a good image to customers.

Image is one of the important assets in a company that should be continuously built and maintained. For that an image is very useful for the company. Image deliberately needs to be created so that it can have a positive value. Thus the image of a company is a concept/idea from an institution with the hope of boosting the company's image with positive results. Corporate image also plays a very important role in making decisions when using services, where banking companies must have a good image to generate trust in consumers and lead to decisions to use these services.

Service quality can be understood as a comprehensive customer evaluation of a particular service and the extent to which it meets their expectations and provides satisfaction. The Bank changes, develops and creates effective strategies to determine various parameters that affect service quality, in order to increase the number of customers based on competitive market situations by evaluating customer satisfaction on various existing dimensions.

The important role played by the banking sector is to contribute to the national economy. Therefore, innovative steps are needed to increase the value provided to customers in order to maintain their competitive advantage.

The Services Quality model is used as a multi-dimensional research instrument for customer satisfaction, and consists of the following dimensions: reliability, empathy, responsiveness, assurance, and tangible.

Three other dimensions are added to this model which are specifically used for research at Bank Syariah Indonesia, namely financial aspects, access, and employee competency.

Technological developments have had an impact on all fields, including the banking industry. The development of the banking industry is not only marked by the number of branch offices, but seen from the products offered and changes in technology and customer behavior that force the banking industry to adapt to changes. The banking industry must provide the best possible service to people who need banking services and must keep up with technological changes in providing banking services to make transactions easier. The technologies applied by banks to facilitate customer transactions are electronic banking and digital marketing communications. E- banking is a service system from a financial institution such as a bank to carry out a number of financial transactions that can be accessed directly by customers via electronic devices. The use of cellular networks for the benefit of commercial transactions (mobile commerce) is considered quite safe, because user identities are clearer, one cell phone number is only used by one person. So e- banking looks more successful in its development in Indonesia. The use of e- banking is considered beneficial for both the bank and the customer. All transactions become more practical, effective and efficient. one cell phone number is only used

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by one person. So e-banking looks more successful in its development in Indonesia.

The use of e-banking is considered beneficial for both the bank and the customer. All transactions become more practical, effective and efficient. one cell phone number is only used by one person. So e- banking looks more successful in its development in Indonesia. The use of e- banking is considered beneficial for both the bank and the customer. All transactions become more practical, effective and efficient.

The factors that determine the increase in the growth rate of internet banking usage are the improvement in living standards and quality assurance of online banking services that are fast, precise and safe. Banks have an interest in providing services of the highest quality, especially in online services. The banking industry must understand the dimensions used by customers to assess service quality and monitor the level of service performance provided. Several studies have discussed the key factors of service quality dimensions in the traditional banking environment. Internet banking provides several advantages compared to the risks, including: business expansion, loyalty, cost, competitive advantage, new business model information media, and demands for customer needs, changes in community interaction demand that banks make changes.

It is not yet known whether the increase in the number of e-banking users at Bank Syariah Indonesia will contribute to improving the quality of services provided and can create good marketing communications and corporate image. This can affect customer satisfaction and will also have an impact on customer loyalty.

Based on the normative, theoretical and empirical foundations of the preliminary research results, the authors are interested in conducting research entitled The Influence of E-banking Service Quality, Marketing Communications, and Corporate Image on

Customer Satisfaction and Its Impact on Customer Loyalty. The research locus on BSI is in East Priangan, West Java with the consideration that the East Priangan region is known as an Islamic religious community.

RESEARCH METHOD

The method used in this study is a descriptive and explanatory survey method, because it will describe each variable and explain the relationship between the variables studied. While the type of relationship between the variables used in this study is causality, namely the independent variable affects the dependent variable.

Explanatory research refers to the hypothesis that will be tested against the phenomena that occur. This phenomenon can be seen from the object of research, namely customers of Bank Syariah Indonesia in the East Priangan region of West Java.

The research method in any scientific research is absolutely necessary, because it is a way to collect data that is used to test the hypotheses that have been formulated.

Based on the variables studied, this type of research is descriptive and associative research. "Descriptive research is research that aims to provide an overview of the research variables" (Sugiyono, 2016: 53).

Meanwhile, associative research is a research question that asks the relationship between two or more variables, Sugiyono, (2016: 55).

Through this descriptive research, it is possible to obtain an overview of the variable quality of e-banking services, marketing communications, corporate image, customer satisfaction, and customer loyalty of Bank Syariah Indonesia in East Priangan, West Java.

Meanwhile, this type of verification research tests the truth of a hypothesis which is carried out through data collection in the field. The nature of verification basically wants to test the truth of a hypothesis which

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is carried out through data collection in the field, where in this research the verification research aims to determine the relationship between e-banking service quality, marketing communications, corporate image and its influence on customer satisfaction and the implications for customer loyalty in Islamic banks. Indonesia in East Priangan, West Java.

Based on the type of research, the research method used is explanatory survey method, namely survey research used to explain causal relationships and hypothesis testing.

This study took a sample from a population and used a questionnaire as the principal or

main data collection tool. Meanwhile, according to Kerlinger in Sugiyono (2016: 7) the survey method is a research method that is carried out on large and small populations, but the data studied is data from samples taken from this population so that relative events, distribution, and relationships are found. relationship between sociological and psychological variables.

Afer analyzing the research instruments and scaling analysis and descriptive analysis, the data that has been collected is then used to analyze and test the formulation of hypothesis testing based on Structural Equation Modeling.

Figure 4. Relationship Structure of All Research Variables.

Correlation Coefficient Analysis

The first stage is to perform a correlation analysis to determine the degree of closeness of the relationship between the independent variables. By using the help of the Lisrel program application, the output correlation coefficient results are obtained as follows:

In Table 4.20, the largest correlation coefficient is between the Marketing Communication and Corporate Image variables with a correlation value of 0.746 or

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74.6%. The magnitude of the correlation value is included in the Strong category.

Then for the second largest correlation value is the correlation between e-Banking Service Quality and Corporate Image variables with a correlation value of 0.399 or 39.9%. And

lastly, the smallest correlation value is the correlation between the e-Banking Service Quality and Marketing Communication variables with a correlation value of 0.355 or 35.5%.

RESULTS AND DISCUSSION

Discussionverification aims to examine the effect of e-Banking Service Quality variables, Marketing Communications and Corporate Image on Customer Satisfaction which have implications for Customer Loyalty inIndonesian Sharia Bank in East Priangan West Java, which will be explained below as follows:

InfluenceQuality of e-Banking Services, Marketing Communications and Corporate Image on Customer Satisfaction at Indonesian Sharia Banks in East Priangan.

Based on the results of calculating the direct effect and indirect effect of the variablesQuality of e-Banking Services (X1), Marketing Communications (X2) and Corporate Image (X3) on Customer Satisfaction (Y), it can be seen that:

1. Variable direct effecte-Banking Service Quality (X1), Marketing Communication (X2) and Corporate Image (X3) on Customer Satisfaction (Y), has a total value of 42.11 percent

2. Variable indirect effecte-Banking Service Quality (X1), Marketing Communication (X2) and Corporate Image (X3) on Customer Satisfaction (Y), has a total value of 38.43 percent

Effect of total variablesQuality of e-Banking Services (X1), Marketing Communications (X2) and Corporate Image (X3) on Customer Satisfaction (Y), is a combination of direct and indirect effects, namely 80.54 percent.

This can also be seen from the coefficient of determination of sub-structure 1 which shows the number 0.8054. This means that e-Banking Service Quality (X1), Marketing Communications (X2) and Corporate Image

(X3) have a direct and indirect effect on Customer Satisfaction (Y) of 80.54 percent, while the remaining 19.46 percent is influenced by variables or other factors.

These other variables include Marketing Mix, Product Mix, Customer Experience and others.

InfluencebiggestisQuality of e-Banking Servicesby 30.29 percent. This means Customer Satisfaction atIndonesian Sharia Banks in East Priangan West Java are heavily influenced by the Quality of e-Banking Services. The formation of Customer Satisfaction is greatly influenced by the Quality of e-Banking Services, so that the Quality of e-Banking Services makes the greatest contribution to Customer Satisfaction. The e-Banking Service Quality variable is also the dominant variable, because the direct effect is greater than the indirect effect.

The second biggest influence isMarketing Communication of 28.52 percent. This means that Marketing Communication has a significant role afer e-Banking Service Quality. Marketing Communication makes a sizeable and significant contribution to Customer Satisfaction. Marketing Communication variable is also the dominant variable, because the magnitude of the direct effect is greater than the indirect effect.

The smallest effect isCorporate Image of 21.73 percent. This means that Corporate Image has a significant role afer Marketing Communications. Corporate Image makes a sizable and significant contribution to Customer Satisfaction. However, the

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Corporate Image variable is also a non- dominant variable, because the magnitude of the direct effect is smaller than the indirect effect.

In an effort to increase the Customer Satisfaction variable at Bank Syariah Indonesia in East Priangan, West Java, the following steps must be taken:

1. Increase the effectiveness and efficiency of e-Banking Service Quality implementation by maximizing e-Banking

Service Quality indicators,

namely:Efficiency, Fullfillment, System Availability, Privacy, Responsivenessand Contacts.

2. Improving Marketing Communication from Customers by maximizing Marketing Communication indicators, namely:Advertising, Sales Promotion, Events and Experience, Public Relations and Publicity, Online and Social Media Marketing, Mobile Marketing, Direct and Database MarketingandPersonal Selling.

3. Improving the Corporate Image of Customers by maximizing Corporate Image indicators, namely:Personality, Reputation, ValueandCorporate Identity.

InfluenceQuality of e-Banking Services on Customer Satisfaction at Indonesian Sharia Banks in East Priangan

Based on the results of the verification analysis, it is known that partially, e-Banking Service Quality has a significant influence onCustomer Satisfaction. The total contribution made by e-Banking Service Quality to Customer Satisfaction is 0.3029 or 30.29 percent. The e-Banking Service Quality variable has a direct influence value that is greater than the indirect effect, so it can be concluded that the e-Banking Service Quality variable is the dominant variable.

Based on the test criteria previously described, it can be seen that the tcount value of the e-Banking Service Quality variable is in the zero hypothesis rejection

area. This indicates that H0 is rejected and H1 is accepted, meaning that e-Banking Service Quality has a positive and partially significant effect on Customer Satisfaction.

The e-Banking Service Quality Variable is the variable that has the greatest influence on Customer Satisfaction partially. This is reasonable because the Quality of e- Banking Services at Indonesian Sharia Banks in East Priangan, West Java, has been well established and supported by the experience of government-owned Islamic Banks which merged into Indonesian Sharia Banks, making the Indonesian Sharia Bank e-Banking Service Quality quite good. in the eyes of customers.

To increase the influence of e-Banking Service Quality, Indonesian Sharia Banks in East Priangan West Java must take the following steps:

1. Facilitate verification of customer transactions so that the transaction process is easier while still prioritizing

security .

2. Increase the level of accuracy of e- banking services by carrying out double checks before customer authorization transactions.

3. Increase the convenience of transactions by reducing the need for internet data when using applications, so that customers can make transactions more easily even in weak internet conditions.

4. Increasing the security level of customer personal data by continuously updating the security system that is integrated with e-banking.

5. Increasing cooperation with various companies, cafes, restaurants and other places that can accept payments through e-banking.

6. Increase the amountcustomer servicewho can be contacted directly through the applicatione-banking.

This statement is reinforced by the theory of experts, according to Khan and Ahmed

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(2012) explaining that service quality is the most important determinant of customer satisfaction. Dan Jayanti, et. al. (2018), a product is said to be of high quality, if the product is able to meet customer expectations.

Influence Quality of e-Banking Services on Customer Satisfaction, supported by several research results, as follows:

1. Bailia, Soegoto, and Loindong (2014):

Effects of Product Quality, Price and Location on Consumer Satisfaction at Lamongan Food Stalls in Manado City 2. Pipiet Niken Aurelia, Achmad

Firdiansjah, Harianto Respati. 2019: The Application of Service Quality and Brand Image to Maintain Customer Loyalty by Utilizing Satisfaction Strategy in Insurance Companies

3. EmanMohamedAbd-El-Salam, Ayman Yehia Shawky and Tawfik El-Nahas (2013): The impact of corporate image and reputation on service quality, customer satisfaction and customer loyalty: testing the mediating role. Case analysis in an international service company.

The Influence of Marketing

Communications Against Customer Satisfaction at Indonesian Sharia Banks in East Priangan

Based on the results of the verification analysis it is known that partially,Marketing Communications have a significant effect onCustomer Satisfaction. The total contribution made by Marketing Communications to Customer Satisfaction is 0.2852 or 28.52 percent. The Marketing Communication variable has a smaller direct influence value than the indirect effect, so it can be concluded that the Marketing Communication variable is a non-dominant variable.

Based on the test criteria previously described, it appears that the tcount value

of the Marketing Communication variable is in the null hypothesis rejection area. This indicates that H0 is rejected and H1 is accepted, meaning that Marketing Communication has a partially significant positive effect on Customer Satisfaction.

Marketing Communication Variable is the variable that has the second largest partial influence on Customer Satisfaction in this research model. This is understandable because even though the implementation of Marketing Communication within the Indonesian Sharia Bank environment in East Priangan West Java has been going quite well, the Indonesian Sharia Bank in East Priangan West Java has deficiencies of several supporting factors for Marketing Communication variables which must be addressed.

To maintain and increase

influenceMarketing Communications then Bank Syariah Indonesia in East Priangan West Java must take the following steps:

1. Increase the ease of information conveyed in the promotion of e-Banking and Islamic financial products from Bank Syariah Indonesia.

2. Increasing the frequency of promotion of Islamic financial products offered to customers.

3. Increase the frequency of art performances held at East Priangan in West Java.

4. Increasing the frequency of Islamic finance seminars aimed at customers.

5. Improving marketing programs that involve customers directly.

6. Improving officer communication with customers via cellphone.

7. Increase promotions carried out by officers with customers via cell phones.

8. Upgradethe persuasive ability of telemarketing officers in offering Islamic financial products.

StatementThis is reinforced by the theory of experts, according to Tjiptono (2012), stating that the customer's response to the

0

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perceived actual performance of the product before (other performance specifications) and afer it is used is the definition of customer satisfaction. Based on the opinions of the experts above, it can be concluded that customer expectations are a response to the perceived assessment of expectations and actual product performance, namely feelings of pleasure or disappointment..

Furthermore, according to Kotler and Keller (2016), marketing communication is a means used by companies to inform, persuade, and remind consumers, either directly or indirectly, about the products and brands they sell. While Kusniadji (2016) explains that marketing communication activities are activities that aim to introduce, establish and create interactions between companies and business partners and consumers with these activities, or are attempts to communicate companies, products or services to outsiders (business partners, suppliers). and consumers).

Influence CommunicationMarketingon Customer Satisfaction, supported by several research results, as follows:

1. SharifAs'ad. 2020. Sharia Bank Marketing Communication Strategies in Increasing Brand Awareness (Study on Islamic Bank in Yogyakarta City)

2. MohdFarid Mohamad Yazid, Mohd Fikri Ishak, Che Rosmawati Che Mat, Aeshah Mohd Ali, Zulkifli Saidun. 2021. Effect of Service Recovery towards Customer Satisfaction in Banking Industry

3. SC Vetrivel, J. Rajini, V. Krishnamoorthy;

2020; Influence Of Internet Banking Service Quality On Customer Satisfaction- An Indian Experience.

Effect of Corporate Image Against Customer Satisfaction at Indonesian Sharia Banks in East Priangan.

Based on the results of the verification

analysis it is known that partially,Corporate Image have a significant effect onCustomer Satisfaction. The total contribution made by Corporate Image to Customer Satisfaction is 0.2173 or 21.73 percent. The Corporate Image variable has a smaller direct effect value than the indirect effect, so it can be concluded that the Corporate Image variable is a non-dominant variable.

Based on the test criteria previously described, it appears that the tcount value of the Corporate Image variable is in the null hypothesis rejection area. This indicates that H0 is rejected and H1 is accepted, meaning that corporate image has a significant positive effect partially on customer satisfaction.

Corporate Image Variable is a variable that has the smallest partial influence on Customer Satisfaction in this research model. This is understandable because the condition of the Corporate Image of Bank Syariah Indonesia still needs to be formed and re-created even though Bank Syariah Indonesia is a Sharia Bank resulting from a merger from a Government-owned Sharia Bank that has been operating for a long time.

influenceCorporate Image then Bank Syariah Indonesia in East Priangan West Java must take the following steps:

1. Increasing social responsibility both to customers and to society in general.

2. Increase the distribution of branch offices in the East Priangan area in West Java.

3. Increase the value of the Company in the eyes of customers and society.

4. Make a logo that is easily recognized by customers.

This statement is reinforced by the theory of experts, Saputra (2012) revealed that in maintaining products and consumers, companies must know whether the products offered lead to satisfaction for

1

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consumers or not, for this reason an evaluation of consumer satisfaction is needed..Then Adams et al., (2018) and Venkatesh & Davis (2000) stated that a brand signifies a relationship between sellers and buyers. A quality brand shows the quality of the goods sold are good.

Brands have levels, namely: Attributes, have value benefits, values, culture, personality, Users. Drawing is the idea that someone should define an object. A product has a good brand image can be seen from the formation of its image. Companies must know how to create a good brand image.

Nextaccording to Luthan Products are said to be different because of the brand. A brand also makes promises with the aim of providing product or service benefits to buyers. A good brand will guarantee quality.

A product, goods or service marker that is used by someone to indicate the product being sold. A marker made by someone using a symbol as a product marker (Adib- Hajbaghery & Kamrava, 2019; Mdee &

Thorley, 2016).

Influence ImageCompanyon Customer Satisfaction, supported by several research results, as follows:

1. MuradSalim Attiany, Al-Hareth M. Abu Husain, Sami Awwad Al-kharabsheh.

2021. The Impact of Quality Banking Services in Improving the. Perceived Mental Image of Jordanian Islamic Bank.

2. Dola Fitritha Raras Handayani, Retno Widowati PA, Nuryakin. 2021. The influence of e-service quality, trust, brand image on Shopee customer satisfaction and loyalty

3. Eman Mohamed Abd-El-Salam, Ayman Yehia Shawky and Tawfik El-Nahas.

2013. The impactof corporate image and reputation on service quality, customer satisfaction and customer loyalty: testing the mediating role. Case analysis in an international service company.

The Effect of Customer Satisfaction on Customer Loyalty at Indonesian Sharia Banks in East Priangan

Based on the results of the verification analysis it is known thatCustomer Satisfaction have a significant effect onCustomer Loyalty. The total contribution made by Customer Satisfaction to Customer Loyalty is 0.8540 or 85.40 percent. The Customer Satisfaction variable has an influence value which is included in the very strong category, so it can be concluded that Customer Satisfaction is the variable that has the dominant influence on Customer Loyalty.

Based onthe test criteria that have been described previously, it can be seen that the tcount value of the Customer Satisfaction variable is in the null hypothesis rejection area. This indicates that H0 is rejected and H1 is accepted, meaning that customer satisfaction has a significant positive effect on customer loyalty.

The variable of Customer Satisfaction is a variable that has a very strong influence on Customer Loyalty in this research model.

This is understandable because the condition of Bank Syariah Indonesia's customers are old customers of the merged Government-owned Syariah Bank, so that the customers of Bank Syariah Indonesia are loyal customers who continue to entrust their financial transactions to Bank Syariah Indonesia. Apart from that, a good corporate background also increases customer loyalty at Bank Syariah Indonesia.

influenceCustomer Satisfaction then Bank Syariah Indonesia in East Priangan West Java must take the following steps:

1. Improving the accuracy of e-banking transactions and services performed by customers.

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2. Increasing confidence in the security of customer data by continuously updating the e-banking security system.

StatementThis is reinforced by the theory of experts, Hasan (2013), a concept that seems easy to talk about in everyday situations, but difficult to analyze its meaning, so it is called customer loyalty. According to Tjiptono (2014), repurchasing behavior is usually related to brand loyalty. However, there is a difference between the two. If brand loyalty reflects a psychological commitment to a particular brand, then repeat buying behavior is only related to certain repeat purchases.

According to Lie et. al. (2019). states that Loyalty is very important, because a successful marketing strategy with the support of loyal customers will produce loyal customers. One of the wayscompanyto increase customer loyalty is to increase customer satisfaction with product brands provided to customers and consumers.

InfluenceCustomer Satisfactionon Customer Loyalty, supported by several research results, as follows:

1. Lailatul Farida; 2018; The Effect of Mobile Banking On User Satisfaction and Loyalty through the Quality of Mobile Banking Service (Study on Banks in East Java).

2. EditDarmawan, Rahayu Mardikaningsih, Surjo Hadi, 2017, The Effect of Service Quality, Customer Satisfaction and Corporate Image on Customer Loyalty in the banking sector in Indonesia.

3. Edy Bambang Wibowo, 2020, Debtor Behavior On Loyalty: The Role Of Timeliness And Service Convenience In Banking Industry

CONCLUSION

Based on the results of data analysis and discussion that has been done in the previous chapter, the researchers draw the

following conclusions:

a. The quality of e-Banking services at Bank Syariah Indonesia in East Priangan, West Java, which is the object of research in this study, is in the moderately good to good category, with the highest dimension being: Contact, while the lowest dimension is: Fulfillment. The three Expert Judgments support and agree with the research results, which state that the condition of e- Banking Service Quality at Indonesian Sharia Banks in East Priangan, West Java, is still not optimal and uneven among BSI in East Priangan.

b. Marketing Communication at Bank Syariah Indonesia in East Priangan, West Java, which is the object of research in this study, is in the pretty good to good category, with the highest dimension being: Mobile Marketing, while the lowest dimension is: Public Relations and Publicity.

The three Expert Judgments support and agree with the research results, which state that the condition of Marketing Communications at Indonesian Sharia Banks in East Priangan, West Java, is still not optimal and has not fully met the targets set.

c. The corporate image of Indonesian Sharia Banks in East Priangan, West Java, which is the object of research in this study, is in the fairly good to good category, with the highest dimension being: Corporate Identity, while the lowest dimension is:

Value. The three Expert Judgments support and agree with the results of the research, which states that the condition of the Corporate Image at Indonesian Sharia Banks in East Priangan, West Java, is still not optimal and has not fully met the targets set, and the corporate image of the nananah is very varied.

d. Customer Satisfaction with Indonesian Sharia Banks in East Priangan, West Java,

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which is the object of research in this study, is in the fairly good to good category, with the highest dimension being:

Expectations, while the lowest dimension is: Performance. Corporate Image of Indonesian Sharia Banks in East Priangan, West Java.

The three Expert Judgments support and agree with the results of the research, which states that the condition of customer satisfaction at Bank Syariah Indonesia in East Priangan, West Java, is still not high and has not fully met the target achievements expected by the company, and customer satisfaction is very varied.

e. Customer loyalty to Indonesian Sharia Banks in East Priangan, West Java, which is the object of research in this study, is in the fairly good to good category, with the highest dimension being: Purchasing Other Product Lines, while the lowest dimension is: Showing immunity to the pull of competitors.

The three Expert Judgments support and agree with the results of the research, which states that the condition of customer loyalty to Bank Syariah Indonesia in East Priangan, West Java, is still not high and has not fully met the targets set by the company, and customer loyalty is still varied.

f. There is a positive and significant influence of the e-Banking Service Quality, Marketing Communication and Corporate Image variables simultaneously on Customer Satisfaction at Bank Syariah Indonesia in East Priangan, West Java. Where the three independent variables are the dominant variables that form Customer Satisfaction from Indonesian Sharia Banks in East Priangan, West Java.

The three Expert Judgments strongly agree with the research findings, which

state that the influence of e-Banking Service Quality, Marketing Communications and Corporate Image can simultaneously make a very significant contribution to customer satisfaction.

g. The effect of the e-Banking Service Quality Variable on Customer Satisfaction is 30.29 percent. The results of hypothesis testing conclude that e-Banking Service Quality has a positive and significant effect on Customer Satisfaction. This is understandable, because the Quality of e- Banking Services at Bank Syariah Indonesia in East Priangan, West Java, has been well established and is supported by the experience of state-owned Islamic Banks that have merged to become Bank Syariah Indonesia, making the Quality of e-Banking Services at Bank Syariah Indonesia sufficient. good for customers.

The three Expert Judgments strongly agree with the research findings, which state that the effect of e-Banking Service Quality can partially make a significant contribution to Corporate Image, and has the greatest influence

compared to Marketing

Communications and Corporate Image.

h. The Effect of Marketing Communication Variables on Customer Satisfaction is 28.52 percent. The results of testing the hypothesis concluded that Marketing Communication has a positive and significant effect on Customer Satisfaction.

This is understandable because even though the implementation of Marketing Communication within the Indonesian Sharia Bank environment in East Priangan West Java has been going quite well, the Indonesian Sharia Bank in East Priangan West Java has deficiencies of several supporting factors for Marketing Communication variables which must be addressed.

The three Expert Judgments strongly

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agree with the research findings, which state that the influence of marketing communications can partially make a significant contribution to customer satisfaction, and has the second largest effect afer e-Banking Service Quality.

i. The influence of the Corporate Image Variable on Customer Satisfaction is 21.73 percent. The results of hypothesis testing conclude that corporate image has a positive and significant effect on customer satisfaction. This is understandable because the condition of the Corporate Image of Bank Syariah Indonesia still needs to be formed and re-created even though Bank Syariah Indonesia is a Sharia Bank resulting from a merger from a Government-owned Sharia Bank that has been operating for a long time.

The three Expert Judgments strongly agree with the research findings, which state that the influence of corporate image partially can make a significant contribution to customer satisfaction, and the effect is the smallest compared

to e-Banking Service Quality and marketing communications.

j. The effect of customer satisfaction on customer loyalty is 85.40 percent. The results of testing the hypothesis concluded that customer satisfaction has a significant effect on customer loyalty. This is understandable, because the customers of Bank Syariah Indonesia are old customers of the merged Government-owned Syariah Bank, so that the customers of Bank Syariah Indonesia are loyal customers who continue to entrust their financial transactions to Bank Syariah Indonesia.

Apart from that, a good corporate background also increases customer loyalty at Bank Syariah Indonesia.

The three Expert Judgments strongly agree with the research findings, which state that the influence of customer satisfaction makes a significant contribution to customer loyalty, and the influence is very large.

.

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