The Influence of Marketing Strategy and Service Quality Loyalty at PT. Bank Muamalat Indonesia Kopo Cash Office

Consumer Loyalty

Abstract

Islamic Commercial Banks have contributed to encouraging the transformation of the Indonesian economy, competition is increasing between banks. Certainly triggers the need for superior marketing for each bank and costumer loyalty, such as at PT. Bank Muamalat Indonesia Kopo Cash Office, it is felt that costumer loyalty is still low due to the lack of costumers to recommend to others. The purpose of this study was to determine and analyze simultaneously and partially the effect of marketing strategies and service quality on customer loyalty at PT Bank Muamalat Indonesia Kopo Cash Office. This research is descriptive and verification research with a quantitative approach method. The population was 1502 customers with a sampling of 94 respondents. The research instrument used was a questionnaire and the data analysis research model used multiple linear regression analysis, correlation coefficient, coefficient of determination and hypothesis testing and the data was processed using the SPSS version 26 application. Based on the results obtained, it shows that the hypothesis test simultaneously marketing strategy and service quality have a significant effect on customer loyalty at PT Bank Muamalat Indonesia Kopo Cash Office.