Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan menganalisis pengaruh kualitas layanan digital terhadap loyalitas nasabah bank syariah indonesia (bsi) di kota banda aceh dengan kepuasan nasabah sebagai variabel mediasi. penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 112 nasabah pengguna layanan digital bsi. data dikumpulkan menggunakan kuesioner dan dianalisis dengan metode structural equation modeling–partial least square (sem-pls). hasil penelitian menunjukkan bahwa kualitas layanan digital tidak berpengaruh langsung terhadap loyalitas nasabah, namun berpengaruh positif dan signifikan terhadap kepuasan nasabah. kepuasan nasabah juga berpengaruh positif dan signifikan terhadap loyalitas nasabah serta mampu memediasi pengaruh kualitas layanan digital terhadap loyalitas nasabah. temuan ini menegaskan bahwa loyalitas nasabah terbentuk melalui kepuasan yang dirasakan setelah penggunaan layanan digital.implikasi penelitian menunjukkan bahwa bank syariah indonesia perlu memfokuskan peningkatan kualitas layanan digital pada aspek keandalan, kemudahan, keamanan, dan responsivitas guna menciptakan kepuasan nasabah. kepuasan tersebut berperan penting dalam membentuk loyalitas nasabah secara berkelanjutan serta mendukung pengembangan strategi layanan digital perbankan syariah di kota banda aceh. kata kunci : kualitas layanan digital, kepuasan nasabah, loyalitas nasabah, nasabah bsi, bank syariah indonesia, sem-pls.

ABSTRACT This study aims to analyze the effect of digital service quality on customer loyalty of Bank Syariah Indonesia (BSI) in Banda Aceh City with customer satisfaction as a mediating variable. The study used a quantitative approach through a survey of 112 customers using BSI's digital services. Data were collected using a questionnaire and analyzed using the Structural Equation Modeling–Partial Least Square (SEMPLS) method. The results showed that digital service quality does not directly affect customer loyalty, but has a positive and significant effect on customer satisfaction. Customer satisfaction also has a positive and significant effect on customer loyalty and is able to mediate the effect of digital service quality on customer loyalty. These findings confirm that customer loyalty is formed through satisfaction felt after using digital services. The implications of the study indicate that Bank Syariah Indonesia needs to focus on improving the quality of digital services on aspects of reliability, convenience, security, and responsiveness to create customer satisfaction. This satisfaction plays an important role in forming sustainable customer loyalty and supporting the development of digital service strategies for Islamic banking in Banda Aceh City. Keywords: Digital Service Quality, Customer Satisfaction, Customer Loyalty, BSI Customers, Bank Syariah Indonesia.