Impression management, satisfaction level and banking image towards customer loyalty of Islamic bank in Indonesia

Abstract

This study aims to analyze the influence of impression management and satisfaction levels on customer loyalty in Islamic banks, with banking image as a moderating variable. While many studies have explored this topic, research on variables influencing customer loyalty at Bank Syariah Indonesia (BSI) Jakarta, using variables such as those described in this article, has not. The reason for selecting customer loyalty as a related variable is that it will positively impact Islamic banks in terms of revenue growth and reputation. The method used is quantitative research, with primary data from Bank Syariah Indonesia (BSI) customers in the Kebon Jeruk area of Jakarta in 2024. The sampling technique used the Slovin formula with a purposive sampling technique, and 400 respondents were recruited from a total population of 280,422 customers. The analytical methods used were multiple regression analysis, moderated regression analysis (MRA), and Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that impression management, satisfaction, and banking image positively and significantly correlate with loyalty. Furthermore, banking image can moderate and strengthen the relationship between impression management and satisfaction with loyalty. Customer loyalty plays a crucial role in maintaining the financial performance of Islamic banks. This study contributes to Islamic banking by enhancing customer loyalty through impression management, customer satisfaction, and bank image. Bank image is also crucial in marketing Islamic banking services.