Pengaruh Islamic Marketing Ethics dan Servicescape terhadap Kepuasan dengan EWOM sebagai Variabel Mediasi Pada Nababah BSI KCP Gubug
DOI:
https://doi.org/10.22441/jdm.v7i1.23595Keywords:
Islamic Marketing Ethics, Servicescape, Kepuasan, EWOMAbstract
Penelitian dilatarbelakangi oleh industri perbankan syariah yang melakukan globalisasi guna mengikuti digitalisasi perkembangan zaman dimana semua transaksi dilakukan dengan cara mobile sehingga nasabah tidak perlu datang ke bank. Etika pemasaran islami dan lingkungan layanan yang ikut beradaptasi akan menciptakan kepuasan dan menimbulkan rasa untuk merekomendasikannya ke orang lain. Penelitian ini bertujuan untuk mengetahui pengaruh Islamic marketing ethics dan servicescape terhadap kepuasan dengan electronic word of mouth sebagai variabel mediasi (Studi Kasus Bank Syariah Indonesia KCP Gubug). Penelitian menggunakan metode Structural Equation Modeling (SEM) dengan aplikasi berbasis Partial Least Square (PLS). Populasi yang digunakan adalah Nasabah BSI KCP Gubug, sample dalam penelitian ini diambil dengan teknik Non-Probability Sampling yang berjenis Convenience Sampling sebannyak 116 responden. Analisis data yang digunakan yaitu melakukan evaluasi pada Outer Model dan Inner Model agar dapat memecahkan rumusan masalah dan hipotesis penelitian. Hasil analisis menunjukan bahwa Islamic marketing ethics dan servicescape dapat berpengaruh positif dan signifikan terhadap Kepuasan, selain itu electronic word of mouth juga dapat mampu untuk memediasi Islamic marketing ethics dan servicescape terhadap kepuasan nasabah BSI KCP Gubug.
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