PENGARUH KUALITAS LAYANAN, RELIGIUSITAS, REPUTASI DAN INFORMASI KEUANGAN TERHADAP LOYALITAS NASABAH BANK SYARIAH

Background: The development of Islamic commercial banks in Indonesia from 2016-2020 has increased. The level of competition is getting higher, causing customers to be faced with more varied alternatives of Islamic banks. The phenomenon of change that arises from the intensity of competition to win customers' hearts. Finding new customers is difficult, but even more difficult is retaining old customers. Struggling for customer loyalty is the most important key to winning the competition. Objective: to examine the effect of service quality, religiosity, reputation and financial information on the loyalty of Islamic bank customers. Method: The type of research used is a quantitative method with a survey approach. The research population is Islamic bank customers in Yogyakarta. The technique of taking subjects using simple random sampling technique with a total of 120 respondents. The data collection method used primary data in the form of a questionnaire distributed via google form. The analytical method used is multiple linear regression analysis and previously tested classical assumptions. The research analysis tool uses SPSS15. Results: The t-test shows that the variables of service quality, reputation and financial information have a positive effect on customer loyalty of Islamic banks. However, the religiosity variable has no effect on the loyalty of Islamic bank customers. The results of the f test show that there is a joint effect of the variables of service quality, religiosity, reputation and financial information on the loyalty of Islamic bank customers. Conclusion: there is an effect of service quality, religiosity, reputation and financial information on the loyalty of Islamic bank customers.