Syariah Positional Advantage and Satisfaction in Increasing Customer Loyalty

Milcha Izza Siffana

Abstract


This study aims to analyze the influence of Sharia Product Quality and Sharia Service Quality on Customer Loyalty with Customer Satisfaction as an intervening variable in the sharia clothing industry. The phenomenon of increasing awareness of Muslim clothing encourages the importance of testing the quality of sharia-compliant products and services that uphold Islamic values. The research method used is quantitative with path analysis techniques. Given the indication of heteroscedasticity in the data, hypothesis testing was conducted using Robust estimation to ensure the accuracy of the results. Data were processed using SPSS software by looking at the Wald Chi-Square value and the Sobel Test to measure the mediation effect. The results of the study show that: (1) Sharia Product Quality has a positive and significant effect on Customer Satisfaction with a coefficient of 0.224 (p=0.002). (2) Sharia Service Quality has a positive and significant effect on Customer Satisfaction with a coefficient of 0.240 (p=0.000). (3) Sharia Product Quality has a direct and significant effect on Customer Loyalty with a coefficient of 0.109 (p=0.001). (4) Sharia Service Quality has a direct and significant effect on Customer Loyalty with a coefficient of 0.089 (p=0.010). (5) Customer Satisfaction has a significant effect on Customer Loyalty with a coefficient of 0.244 (p=0.000). Furthermore, the results of the Sobel Test prove that Customer Satisfaction significantly mediates the effect of Sharia Product Quality (Z=2.44;p=0.015) and Sharia Service Quality (Z=2.75;p=0.006) on Customer Loyalty. The nature of mediation in this study is partial mediation, which indicates that the quality of Islamic products and services can create loyalty directly, but the influence will be much stronger if customers feel satisfied first.


Keywords


Customer Loyalty; Customer Satisfaction; Sharia Product Quality; Sharia Service Quality.

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References


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DOI: https://dx.doi.org/10.30659/jrbi.v23i2.53055

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