PENGARUH KETAATAN PADA PRINSIP SYARIAH (KPS) TERHADAP LOYALITAS NASABAH

Siti Asiyah

Sari

Adherence to theprinciple of Shariais the basis ofthe formation ofcustomer loyalty, butcustomerloyaltydoes not justcome into beingcoupledwith thepositive effortsof a social naturesuch asCSR. Byimplementing CSR, the level ofloyaltyandconsumer confidencewill increase. This research is explanatory research (explanation), the research wants to find an explanation in the form of cause and effect.This study aimed to analyze and test the effect of adherence to Islamic principles on customer loyalty with CSR as a mediation on the BMT Sidogiri East Java.This study was conducted by distributing questionnaires to 136 customers loan recipient qardul hasan BMT Sidogiri located in the branch Pasuruan, Malang, Surabaya and Mojokerto.Sampling was done by sampling purposive. Data analysis method used is the PLS method. The results of this study prove that Obedience On Sharia principles can increase customer loyalty through CSR Sidogiri BMT as mediation.CSR significantly contribute to the improvement of loyalty, not only regarding the fulfillment of the obligations legally, morally and government rules, but also as an application of morality and behavior as a Muslim.

Kata Kunci

adherence to the principle of sharia; CSR; customer loyalty

Teks Lengkap:

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Referensi

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