AN ANALYSIS ON THE DOMINANT FACTORS OF CUSTOMER LOYALTY TOWARD PT. BANK SYARIAH MANDIRI INDONESIA BRANCH BANDA ACEH

Abstract

Banda Acehis area almost of all of thesociety hasreligionof Islam, andthisis onechallengeand opportunityfor a bank in the banking market isbased on theconceptof sharia.Bank SyariahMandiri branch Banda Aceh is in of town center, it will gives opportunity for Bank SyariahMandiri to build and develop banking business based on sharia, it will give big chance for this bank to raise the target.The purposeof this study toanalyze and find the dominantfactors in customerloyaltytowarda branchof BankSyariah MandiriIndonesiabranch Banda Aceh.nowadays bank based syariahalredy growth and develop also. So when performance of bank decreasing, it can make customer tend to switch to another alternative. Researchercanknow thedominant factorsin keeping and maintain customer tend to be loyal to Bank SyariahMandiriImproveandkeepgoodperformancetoIncreasingcustomerloyaltytoBankSyariahMandiriIndonesia branch Banda Aceh.Customer of Bank SyariahMandiri branch Banda Aceh keep increasing in every year, although nowadays competitor already growth and closely to Bank SyariahMandiri Banda Aceh.

Researcher conduct this research at Bank SyariahMandiri in Banda Aceh, the data was collected the data from the questionnaire spread to customer using this service above 3 years. The questionnaire was spread for 60 respondents. Researcher found that 6 dominant factors are the dominant factor have the highest value is commitment, the second one is trusted to the company, the third one is credible of service, satisfaction,and hospitality of officer. Cumulative of this latent value constructed can represent of 72.508% of questionnaire from customer tend to be loyal to Bank SyariahMandiri Banda Aceh. These dominant factors come from perspective customer to choosing Bank SyariahMandiri Banda Aceh.