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PENGARUH KUALITAS LAYANAN, CITRA BANK, DAN BIAYA LAYANAN TERHADAP KEPUASAN NASABAH DENGAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI (Studi Pada Bank Syariah Indonesia di Kota Serang)
This study aims to analyze the effect of service quality, bank image, and service costs on customer satisfaction, with trust as a mediating variable, at Bank Syariah Indonesia (BSI) in Serang City. This research is motivated by the persistence of customer dissatisfaction with BSI’s branch-level services, despite the bank’s significant growth at the national level. The study employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to BSI customers in Serang City and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The results indicate that service quality and bank image have a positive and significant effect on customer satisfaction, both directly and indirectly through trust. Meanwhile, service costs do not have a significant effect on either customer satisfaction or trust. These findings suggest that customers place greater emphasis on service-related factors and trust rather than on the amount of service costs incurred. This study implies that efforts to improve customer satisfaction at BSI should focus on enhancing service quality and strengthening customer trust, rather than relying solely on service cost policies.
EKONOMI SYARIAH, UNIVERSITAS SULTAN AGENG TIRTAYASA
PENGARUH KUALITAS LAYANAN, CITRA BANK, DAN BIAYA LAYANAN TERHADAP KEPUASAN NASABAH DENGAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI (Studi Pada Bank Syariah Indonesia di Kota Serang) (Text)
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