Islamic Banking Loyalty in Indonesia: The Role Brand Image, Promotion, and Trust

This study aims to investigate the impact of brand image and promotion on customer loyalty in Islamic banking in Indonesia, with trust serving as a moderator variable. Specifically, the research aims to accomplish two objectives: (1) to examine the direct influence of brand image and promotion on trust and customer loyalty and (2) to investigate the indirect effect of brand image and promotion on customer loyalty through trust. The data were collected from 150 customers of Bank Syariah Indonesia, located in Jakarta Lenteng Agung Branch. To ensure the robustness of its findings, a rigorous quantitative analysis was conducted, utilizing structural equation modeling (SEM) and Smart PLS 3.3. The results indicate that each of the investigated variables holds statistical significance. In particular, it also reveals a partial direct relationship of brand image and promotion on trust. Moreover, the findings suggest that brand image and promotion have a significant influence on customer loyalty, either directly or indirectly through trust. Additionally, the study demonstrates a clear association between trust and customer loyalty. One of the original contributions of this study is the identification of trust's substantial mediating role in the relationship between brand image and promotion on customer loyalty at Bank Syariah Indonesia, Jakarta Lenteng Agung Branch.========================================================================================================ABSTRAK – Loyalitas Nasabah pada Perbankan Syariah di Indonesia: Peran Citra Merek, Promosi, dan Kepercayaan. Tujuan pada penelitian ini adalah untuk menganalisis pengaruh citra merek dan promosi terhadap kepercayaan, dimana kepercayaan sebagai moderatornya. Secara khusus, kajian ini mengkaji: 1) pengaruh citra merek dan promosi terhadap kepercayaan dan kepuasan pelanggan, dan 2) pengaruh tidak langsung dari citra merek dan promosi terhadap loyalitas pelanggan yang dimoderasi oleh kepercayaan. Data primer diperoleh melalui survey kepada 150 sampel nasabah ...