INTRODUCTION
The role of the banking world in a country is expected to support
national development (Murti, 2021).� Neither the government nor a customer of
course also hopes that these banking products will also be able to support
their business ventures. So that many banks continue to innovate both products
and information technology owned by banks (Muis, 2021). The purpose of
this is to do this, namely that banks want to give their best in gaining
recognition of excellence compared to other banks.
The satisfaction of a customer has received a lot of serious attention,
especially banking management in optimizing banking profitability� (Sepang, 2021). Where the motive
of the banking business is to continue to increase its profitability� (Suhaji, 2021).
Customer satisfaction basically has an important meaning for the achievement of
banking goals in increasing its market share�
(Agustina, 2020). Moreover,
customer satisfaction was a significant consequence of marketing efforts (Ling, Fern, Boon, & Huat, 2016).
Since the� better service quality leads to
customer satisfaction, and happier customers lead to customer loyalty (Ozatac, Saner, & Sen, 2016).
The increasing intensity of competition and the large number of competitors
make every bank to always pay attention to market needs or customer desires, so
that banks must be able to meet what customers expect as much as possible (Santika, 2021). Whatever the
challenges of change that occur in economic, political, cultural and world
health conditions will not reduce banking in providing satisfaction to its
customers (Syafarudin, 2021).
Islamic and conventional banking have the same view of the importance of
a customer's sense of satisfaction (Iqbal, 2021).
Each customer has a different sense of satisfaction from one another (Durahman Marpaung; Prianda Pebri; Nirmalasari; Srie Hartati; Nasib, 2021).
Until some banks assess customer satisfaction as the lifeblood of a bank (Astiati, 2020).
One of the Islamic banking products is mudharabah
financing (Wahyuningsih, 2019).
Mudharabah financing is a commercial collaboration
between two parties, where the first party (Heri Sudarsono, 2013).� Many customers choose the mudharabah
system financing, namely because of the trust of customers and the banking
sector in the distribution of profits from business activities to be
financed� (Wildaniyati, 2020).
The principle of profit sharing and the collaborative activities carried out
are expected to be an alternative way for Islamic banks to be able to help
drive economic growth, especially in the productive business sector while
staying on the path of Islamic sharia (Rifqi Khuamirotun Nafis; Heri Sudarsono, 2021).
Today's Islamic bank brand image is increasingly being recognized by the
wider community (Siregar, 2021).
Customer awareness of the values of their beliefs makes them
interested in sharia-based services and products� (Oktaviannur, 2020). Brand image can be considered as a type of association that appears in
the minds of consumers when remembering a particular brand (Setyono, 2017). A positive image is one of the important things for banking. Because
without a strong and positive image, it is very difficult for banks to attract
new customers and retain existing ones (Fakhmy, 2019). So that when the image of a bank is known to be negative, it will be
difficult for banks to sell products and services to new prospective customers (Kusmargiani, 2020). When the image of this Commercial Islamic Bank officially became Bank Syarih Indonesia, it was a very positive thing in building
an image to the wider community. For customers, they feel more confident and
believe that the funds deposited or borrowed are purely sharia-based funds
without any mixing between conventional bank funds and Islamic bank funds
themselves.
METHOD
This type of
research is included in associative or causal research. This research was
conducted at Islamic Commercial Banks in Kisaran
City. The population in this study are customers who have or are currently
using Commercial Sharia Bank products. The sampling technique used was
accidental sampling where 92 respondents were selected to be used as research
samples. Furthermore, the data collection technique used a questionnaire with a
Likert scale with alternative choices (5: Very Satisfied), (4: Very Satisfied),
3 (Satisfied), (2: Dissatisfied), (1: Very Dissatisfied). Finally, the data
analysis used multiple linear regression analysis.
RESULTS AND DISCUSSION
Classic assumption test
Data Normality
Test
The results
of the normality test in this study are as follows:
Figure 1. Data Normality Results
Based on Figure
1, it can be seen that the line drawing is in the shape of a bell, not
deviating to the left or right. This shows that the data is normally distributed
and meets the assumption of normality.
Multicollinearity Test
In this regression model, the results of the multicollinearity test can
be seen from the following table:
Based on Figure 2, it shows that the resulting
points spread randomly and
do not form a certain pattern or trend line. The figure above also shows that the distribution of the data is around
the zero point. The results
of this test indicate that this regression
model is free from heteroscedasticity problems, in other words: the variables to be tested in this study are homoscedastic.
Multiple Linear Regression Analysis
Based
on table 1, the results of multiple linear regression analysis can be seen in the table below:
Y = 4.495 + 0.791X1 +
0.142X2 + e
1. In this regression model, the listed constant
value of 4.495 can be interpreted
if the independent
variable in the model is assumed to be equal to zero, on average the
variables outside the model will increase
customer satisfaction by 4.495 one-unit or in other words
if the variable mudharabah financing and brand image are not improved, then
customer satisfaction in choosing the mudharabah
deposit product is still at 4,495 units.
2. The
value of the regression coefficient b1 of
0.791 in this study can be interpreted that when mudharabah financing increases by one unit,
it will increase
customer satisfaction in choosing mudharabah deposit products by 0.791 units.
3.
The value
of the regression coefficient b2 of 0.142 in this study can be interpreted that the brand
image variable is 0.142 which indicates that when the
brand image increases by one
unit, it will increase customer
satisfaction in choosing the mudharabah deposit product by 0.142 units.
Partial Test (t Test)
Based
on table 1 above, it is
known that the results of the t-test (partial) are as follows:
1. The
significance value for the mudharabah
financing variable (0.000) is
smaller than that of alpha 5% (0.05) or t count = 13.039 > t table 1.987 (n-k = 92-3 = 89). Based
on the results
obtained, reject H0 and accept. Ha for the mudharabah financing variable. Thus, partially, the mudharabah financing variable has
a positive and significant effect
on customer satisfaction at Commercial Islamic Banks.
2. The
significance value for the location
variable (0.020) is smaller
than that of alpha 5% (0.05) or t arithmetic = 2.367 > t table
1.987 (n-k = 92-3 = 89). Based on
the results obtained, reject H0 and accept. Ha for the brand image
variable. Thus, partially that the brand
image variable has a positive and significant
effect on customer satisfaction at Commercial Islamic Banks.
Simultaneous Test (F Test)
The
results of the F test in this study can be seen in the table
below:
Based on the table above, the correlation
regression value is 0.871, meaning that together mudharabah
financing and brand image on satisfaction at Commercial Islamic Banks have a
strong contribution. For more than one independent variable, it is better to
use adjusted R Square. Where the value (R2) is 0.753 (75.3%). So it can be said that 75.3% of the variation in the
dependent variable, namely mudharabah financing and
brand image in the model can explain the variables on customer satisfaction at
Commercial Islamic Banks while the remaining 24.7% is influenced by other
variables outside the model.
The Effect of Mudharabah
Financing on Customer Satisfaction
The results of the study indicate that mudharabah financing has a positive and significant effect
on customer satisfaction at Commercial Islamic Banks. This result is of course
in line with the results of previous research conducted by (Sopiyana, 2021; Prihatin,
2019; Wahyuningsih, 2019; Sari, 2020) which states that mudharabah
financing is on the satisfaction of a customer. This shows that when midharabah financing is getting better, it will be able to
make customers feel satisfied and loyal to banking products and services.
The Influence of Brand Image on Customer
Satisfaction
The study results indicate that brand
image has a positive and significant effect on customer satisfaction at Islamic
Commercial Banks. This study is in line with the results of research (Aseandi, 2020; Laela,
2019; Alessandro, 2020), which states that brand image has a
significant effect on customer satisfaction. It can be stated that when the
brand image of a bank is getting better, it will impact customer satisfaction (Amelia, 2018). This customer's satisfaction will
encourage him to be interested in the latest products in banking (Prianda Pebri; Durahman Marpaung; Husni; Nasib, 2020).
The Influence of Brand Image on Customer Satisfaction
The results of the study indicate that brand image has
a positive and significant effect on customer satisfaction at Islamic
Commercial Banks. This study is in line with the results of research (Aseandi, 2020; Laela,
2019; Alessandro, 2020) which states that brand image has a significant
effect on customer satisfaction. It can be stated that when the brand image of
a bank is getting better, it will have an impact on customer satisfactio (Amelia, 2018). This satisfaction of a customer will encourage him
to be interested in the latest products in banking (Prianda Pebri; Durahman Marpaung; Husni; Nasib, 2020).
�
The Effect of Mudharabah
Financing and Brand Image on Customer Satisfaction
The results showed that mudharabah
financing and brand image had a positive and significant effect on customer
satisfaction at Islamic Commercial Banks. The results of this study are in line
with the results of research conducted by (Laela, 2019; Sari, 2019; Sopiyana, 2021) which states that mudharabah
financing and banking brand image will have a significant effect on a
customer's satisfaction in using banking services or products. It can be
concluded that when mudharabah financing and brand
image continue to be improved, it will have an impact on increasing customer
satisfaction.
CONCLUSION
Based on
the results of the research and discussion above, the conclusions in this study
are partially, mudharabah financing has a positive
and significant effect on customer satisfaction at Islamic Commercial Banks.
Partially
brand image has a positive and significant effect on customer satisfaction at
Islamic Commercial Banks.
Simultaneously,
mudharabah financing and brand image have a positive
and significant effect on customer satisfaction at Islamic Commercial Banks.
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