The Influence of corporate image on customer loyalty through customer engagement as a mediating variable: Study on customers of PT. Bank Syariah Indonesia in Malang City

Hasan, Irmayanti ORCID: https://orcid.org/0000-0001-7021-4483, Surachman, Surachman, Rofiq, Ainur and Husein, Ananda Sabil (2024) The Influence of corporate image on customer loyalty through customer engagement as a mediating variable: Study on customers of PT. Bank Syariah Indonesia in Malang City. Presented at The 2nd International Conference on Multidisciplinary Sciences for Humanity in Society 5.0 Era (ICOMSH 2022), December 16-17, 2022, Malang.

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Abstract

The study analyzed how the influence of corporate image on customer loyalty to customers of PT. Bank Syariah Indonesia in Malang City, the influence of corporate image on customer engagement on customers of PT. Bank Syariah Indonesia in Malang City, the influence of customer engagement on customer loyalty to customers of PT. Bank Syariah Indonesia in Malang City and the influence of corporate image mediated by customer engagement on customer loyalty to customers of PT. Bank Syariah Indonesia in Malang City.This study the sample that will be taken is 211 Islamic bank customers spread across the city of Malang Data analysis using SEM-PLS. The results indicate all hypotheses are accepted, the first hypothesis test, it shows that corporate image has a positive and significant effect on customer loyalty. The second hypothesis shows that corporate image has a positive and significant effect on customer engagement. The third hypothesis show that customer engagement has a positive and significant effect on customer loyalty. The fourth hypothesis shows that the indirect effect of corporate image through customer engagement on customer loyalty has a positive and significant effect.

Item Type:	Conference (Paper)
Keywords:	Corporate Image; customer engagement; customer loyalty
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150504 Marketing Measurement 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Irmayanti Hasan
Date Deposited:	24 Apr 2024 20:25

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