Customer Loyalty Bank Syariah Indonesia (BSI) in The Digital Age

The purpose of this article is to analyze consumer loyalty conveyed by customer satisfaction with digital marketing, product quality, and digital service at Bank Syariah Indonesia (BSI) as exogenous variables. We collected 100 customers as respondents using simple random sampling. Data analysis of structural equation models using Smart PLS. The results show that digital marketing and product quality positively affects to customer loyalty. Digital service negatively affects to customer loyalty. Digital marketing and product quality positively impact customer satisfaction. Digital service negatively affects to customer satisfaction. Customer satisfaction negatively mediated toward digital marketing and product quality, but positively mediated toward digital service. The novelty of this study lies in the mediating role of consumer dissatisfaction in the relationship between digital services and marketing towards loyalty. Digital systems readiness in this case is crucial. Future research needs to analyze the impact of organizational customers leaving BSI as is currently happening.