Electronic Theses and Dissertation

Penelitian ini menyelidiki pengaruh digital marketing, kualitas layanan, dan keunggulan produk terhadap loyalitas nasabah, dengan kepuasan nasabah sebagai variabel mediasi. Berfokus pada Bank Aceh Syariah (BAS) di Provinsi Aceh, penelitian ini mengungkapkan bahwa kualitas layanan dan digital marketing secara signifikan meningkatkan kepuasan nasabah di BAS, sedangkan keunggulan produk tidak menunjukkan pengaruh serupa. Analisis lebih lanjut menunjukkan bahwa kepuasan pelanggan berdampak positif terhadap loyalitas nasabah. Menariknya, digital marketing, kualitas layanan, dan keunggulan produk tidak berpengaruh langsung terhadap loyalitas pelanggan; namun, kepuasan nasabah secara parsial memediasi hubungan antara kualitas layanan dan loyalitas nasabah. Temuan ini menggarisbawahi pentingnya digital marketing dan kualitas layanan dalam meningkatkan kepuasan nasabah, yang pada gilirannya meningkatkan loyalitas nasabah. Bagi bank yang ingin meningkatkan loyalitas nasabah, studi ini menyoroti perlunya strategi digital marketing yang kuat dan kualitas layanan yang unggul.
Kata Kunci : Digital marketing, Kualitas Pelayanan, Keunggulan Produk, Kepuasan Nasabah, Loyalitas

This study investigates the effects of digital marketing, service quality, and product excellence on customer loyalty, with customer satisfaction serving as a mediating variable. Focusing on Bank Aceh Syariah (BAS) in Aceh Province, the research reveals that both service quality and digital marketing significantly enhance customer satisfaction at BAS, while product excellence does not exhibit a similar influence. Further analysis demonstrates that customer satisfaction positively impacts customer loyalty. Interestingly, digital marketing, service quality, and product excellence do not directly affect customer loyalty; however, customer satisfaction partially mediates the relationship between service quality and customer loyalty. These findings underscore the critical importance of digital marketing and service quality in fostering customer satisfaction, which in turn promotes customer loyalty. For banks aiming to enhance customer loyalty, the study highlights the necessity of robust digital marketing strategies and superior service quality. Although product excellence is vital for meeting customer needs, it appears less significant in driving satisfaction and loyalty compared to service quality and digital marketing. By prioritizing these areas, BAS can achieve higher levels of customer satisfaction, ultimately leading to sustained customer loyalty. Keywords: Digital Marketing, Service Quality, Product Excellence, Customer Satisfaction, Loyalty