The Role of Sharia Marketing in Increasing Customer Loyalty (An Empirical Study of BMT in Kudus Regency)
Year: 2018
Type: article
Study design: Observational Study
Abstract: This research strives to empirically examine and analyze the influence of syariah marketing and service quality on BMT customer loyalty and satisfaction in Kudus Regency. This study was a survey research that used a quantitative approach. The research data were obtained from 250 BMT customers within Kudus Regency by using an accidental sampling technique. Meanwhile, the data analysis used a path analysis technique. The research findings revealed that: first, sharia marketing has a positive and significant influence on customer satisfaction; second, service quality has a positive and significant influence on customer satisfaction; third, sharia marketing has a positive and significant influence on customer loyalty; fourth, service quality has a positive and significant influence on customer loyalty; and fifth, customer satisfaction has a positive and significant influence on customer loyalty.
Author: Anita Rahmawaty
Institution: IAIN Kudus
Language: English
Subfield: Accounting
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2910127784