The influence of customer satisfaction, brand image on customer loyalty of bank syariah indonesia (BSI) in Padang with customer engagement as mediation variable

Abstract

This aim of this research to analyze how the consumer’s satisfaction and the brand image have impact on customer’s loyalty with customer engagement as a mediating variable in Bank Syariah Indonesia (BSI). The population of this study are the customers of Bank Syariah Indonesia in Padang. The samples of the research consists of 217 respondents. The data have been collected through online questionnaires. The data has been analyzed by using Partial Least Square structural equation model. The results of this study shows that (1) The customer’s satisfaction has no a positive and significant effect on their loyalty. (2) The brand’s image positively and significantly affects the customer’s loyalty. (3) The customer’s satisfaction has a positive and significant effect on customer’s engagement. (4) Brand image positively and significantly affects customer’s engagement. (5) The customer’s engagement has a positive and significant effect on customer loyalty. (6) The customer’s satisfaction positively and significantly affects customer’s loyalty through engagement as a mediation. (7) The brand’s image positively and significantly affects customer’s loyalty through customer’s engagement as a mediation.