The Mediation of Brand Religiosity Image between Customer Satisfaction and Loyalty at Islamic Bank in Makassar, South Sulawesi, Indonesia

Abstract

This study aims to examine the effect of customer satisfaction on customer loyalty through the mediation of brand religiosity image. The sample in this study amounted to 170 respondents, who are customers of Islamic banks in Makassar, South Sulawesi, taken in December 2019 to January 2020. This research is a quantitative study, with the analysis technique of structural equation model (SEM) using SmartPLS 3 as an analysis tool. The results of this study indicate that direct satisfaction and brand religiosity image significantly influence customer loyalty and indirectly satisfaction affect loyalty through mediating brand religiosity image.