PENGARUH LANGSUNG TRUST, RELIGIUSITAS DAN MEDIASI PERCEIVED VALUE, TERHADAP KEPUASAN NASABAH PENABUNG (STUDI PADA BANK SYARIAH DI DAERAH ISTIMEWA YOGYAKARTA)

Bank competition is very tight, between conventional banks, between Islamic banks, or between those both types of banks. To be survive or win the competition, bank management must be able to determine it’s customers want that in return it will have a strong influence on satisfaction variables. Changes in environmental conditions, culture, obedience in practicing religion and technological developments need to get a special attention by the bank management. By knowing the variables that affect the customer satisfaction, bank management can plan strategies for the next period to get new customers through positive words of mouth. It is however very difficult to be able to give satisfaction to all customers; thus, what needs to be done is to provide satisfaction to the majority of customer groups. For this reason, before determining the marketing strategy, it is necessary to know the profile of its customers. This research is conducted on Islamic bank customers in the Special Region of Yogyakarta, assuming they already represent the customers in Indonesia, because the policy of Islamic Banks is determined by the headquarter office. The study refers to the field of Marketing Science, so that it uses customer perceptions of Islamic banks specifically for those who save their money. Savers customers are more sensitive to the selection of banks than financing customers because of the risk of the money it holds. On the other hand, this study reveals the different patterns of satisfaction of ‘Voluntary Customers’ and ‘Forced Customers’ in Indonesia. The models to be proven include the direct effect of Service Quality, Compliance, Trust, and Religiosity on Customer Satisfaction. The indirect effect of service quality and compliance is through Perceive Value on Customer Satisfaction. This research is a development of Siew-Peng Lee and Sedigheh Moghavvemi’s model with the difference that lies only in using customers that save money in Islamic banks, separating Voluntary Customers to Forced Customers by adding Compliance, Religiosity and Trust variables. The number of questionnaires is physically distributed to as many as 600 deposit customers who save money, 100 conventional bank customers as controlling samples and 500 Islamic bank respondents, and distributed indirectly via the web. A total of 394 customers can be processed, consisting of 247 Voluntary Customers and 147 Forced Customers. The respondents come from Bank Mandiri Syariah, Bank Muamalat, Bank BNI Syariah, Bank BRI Syariah, Bank BPD Syariah, Bank BTN Syariah, and Bank Bukopin Syariah. The sampling method is Snowball Sampling. The analytical tool is PLS with the SmartPLS program. The respondents’ characteristics show that they are equal inboth male and female respondents, adults, married, and undergraduate education in majority. The majority of respondents are Lecturers and Civil Servants with low middle social class positions. Most respondents are customers of Bank Syariah Mandiri but also become conventional bank customers. The most used contract is Muḍarabah (53.55%), but 31.98% of the customers do not know the contract. A total of 44.67% state that they are especially concerned about the sharia operational activities but only 21.07% who believe that the sharia banks has applied sharia rules. The quantitative analysis shows that there are significant differences in satisfaction between Voluntary Customers and Forced Customers and there are differences in behavior models between the two. The test results show that, for Voluntary Customers, the Empathy Variable has a moderate significant effect, while the variables ofAssurance, Reliability, Tangibles, and Compliance have a significant effect on Perceived Value. On the other hand, the variable of Empathy and Trust has a strong significant effect on customer satisfaction. From the test results, the variables of Assurance, Reliability, Perceived Value, Tangibles, Compliance, and Religiosity are not significant to Customer Satisfaction. The test results for Forced Customers indicate that the Religiosity variable is invalid, so it must be excluded from the model. The variables of Compliance, Empathy, and Assurance have a strong significant effect; Tangibles variable has significantly weak effect; while the Reliability variable does not affect the Perceived Value and the Reliability, Empathy and Tangibles variables have a moderate significant effect. However, Perceived Value, Trust and Religiosity do not affect customer satisfaction. Research on customer satisfaction of Islamic banks must separate between customers who save their money and those with financing matters, due to differences in sensitivity. Separation between Voluntary Customers and Forced Customers must be done due of their forming satisfaction in the models’ differences. The implication of this research is that the management of Islamic banks must provide different treatment for Voluntary Customers and Forced Customers to avoid negative words of mouth. The management of Islamic banks must take special treatment of Forced Customers, especially for Empathy, Reliability and Equity variables