| Abstract: |
This study explores the impact of the marketing mix on customer loyalty at the
Banda Aceh Branch of Bank Syariah Indonesia (BSI), with satisfaction acting as
a mediating variable. In a highly competitive Islamic banking industry, an
effective marketing strategy is essential for sustaining customer loyalty.
This research employs a quantitative approach, using purposive sampling of 100
customers from five BSI branches in Banda Aceh. Data were collected through a
Likert-scale questionnaire and analyzed using multiple linear regression and
path analysis. The results indicate that while factors such as place, human
resources, and physical evidence contributed to customer loyalty, ineffective
promotion and slow service processes reduced it. Furthermore, customer
satisfaction plays a mediating role, strengthening the link between the
marketing mix and loyalty. These findings emphasize the need for BSI Banda
Aceh Branch to improve their service efficiency, enhance human resource
quality, and adopt more targeted promotional strategies to retain customers in
the long term. Enhancing service efficiency and refining marketing strategies
will allow BSI Banda Aceh to maintain a competitive edge in the evolving
Islamic banking industry. |