The Effect of Religiosity, Social Media Promotion and Quality of Service on Loyalty in Sharia Rural Bank in Indonesia

Abstract

In the midst of rampant marketing through social media, has the BPRS utilized marketing or branding strategies through social media, and what is the quality of service provided by the Bank and the level of satisfaction provided to customers that can provide value for customers. The scope of this study will discuss the factors that influence customer loyalty in Sharia Rural Banks (bahasa: Bank Pembiayaan Rakyat Syariah (BPRS)). This research does not cover Customer Loyalty that occurs in Islamic Commercial Banks (bahasa: Bank Umum Syariah (BUS)) and Sharia Business Units (bahasa: Unit Usaha Syariah (UUS)) because the BPRS Industry has separate customer segments and market shares that are different from BUS and UUS and there are limited data and access to information. Based on the background above, the authors consider it important to conduct research by analyzing variables that can affect customer loyalty in terms of Religiosity, Social Media Promotion and Service Quality with customer satisfaction as an intermediary variable.