CUSTOMER LOYALTY IN SHARIA BANK SAVINGS PRODUCTS

Lealtad de los clientes en productos de ahorro bancario de la sharia.

• H. NOVIARITA Islamic State University of RadenIntan
• Y. VELINA Islamic State University of RadenIntan
• E. EKAWATI Islamic State University of RadenIntan
• HANIF HANIF Islamic State University of RadenIntan
• I. SUSANTO Islamic State University of RadenIntan

Abstract

This study aims to analyze the effect of customer preferences for sharia banking savings products on loyalty using the Islamic marketing with Technology Acceptance Model (TAM) approach. This research followed a descriptive–quantitative design involving the use of questionnaires as primary data and other supporting secondary data. The data were analyzed by using an inferential statistical analysis with a confirmatory factor analysis model (CFA). The data of this research were obtained from 400 respondents. The analysis indicates that product and service quality with the Islamic marketing approach increases customer preferences and loyalty in Islamic banking with the Technology Acceptance Model.

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