Analysis The Influence Of Perceived Value And Image On Customer Loyalty Through Customer Satisfaction In Islamic Banking (Empirical Study of Islamic Bank Customers in Surakarta)

This study was conducted to analyze the factors that influence the loyalty of Islamic bank customers. The population in this study was customers of Islamic banks in Surakarta. The sampling technique used purposive sampling and obtained 150 respondents who became customers of Islamic banks. This study uses 4 variables which include 2 independent variables and 1 dependent variable and 1 mediating variable. The independent variables include the perception of value and image of Islamic banks. The dependent variable is customer loyalty. Meanwhile, customer trust is a mediating variable. The data analysis used is a quantitative research method using Structural Equation Modeling (SEM) with Smart PLS version 3. The results of this study indicate that the direct effect which includes the perception of value and image of Islamic banks has a significant effect on customer satisfaction. For customer satisfaction has a significant effect on customer loyalty. While the perception of the value and image of Islamic banks do not have a significant influence on customer loyalty. For the indirect effect, it is known that customer satisfaction as a mediation of Islamic bank image on customer loyalty has a significant influence. However, customer satisfaction as a mediation of perceived value on loyalty does not have a significant effect