Transformasi Brand Loyalty Pasca Merger (Studi kasus Bank Syariah Indonesia)

Brand loyalty transformation is one of the challenges faced by companies after a merger process, including Bank Syariah Indonesia (BSI). This research aims to analyze changes in brand loyalty among Bank Syariah Indonesia customers post-merger, which combined three national Islamic banks: Bank Syariah Mandiri, BNI Syariah, and BRI Syariah. This research method uses a qualitative approach with a case study at Bank Syariah Indonesia. Data was collected through in-depth interviews with customers, observations, and analysis of documents related to BSI's marketing strategies. The research results show that the merger affects customer perceptions of brand identity, service quality, and satisfaction, which directly impact customer loyalty levels. The main findings of this research are 1) There is a shift in brand loyalty influenced by customer adaptation to changes in service systems, brand communication, and consistent implementation of Islamic values. 2) Marketing strategies based on Islamic value education, digital service integration, and personal communication have proven effective in maintaining and increasing customer loyalty post-merger. This research provides recommendations to Bank Syariah Indonesia to continue improving its customer-centric approach and strengthen its Islamic brand image to build long-term relationships with customers.