THE ROLE OF BANKING SYARIAH IMAGE IN MEDIATING THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ON CUSTOMER LOYALTY
A CASE STUDY OF BANK RIAU KEPRI SYARIAH
Abstract
This study aims to examine the mediating role of Banking Syariah Image in the relationship between Corporate Social Responsibility (CSR) and customer loyalty at Bank Riau Kepri Syariah. Using purposive sampling, a total of 100 participants were selected based on the criteria of being at least 17 years old and having been customers for a minimum of one year. Data analysis was conducted using the SmartPLS 4 software, applying the Structural Equation Modeling–Partial Least Squares (SEM–PLS) approach. The results indicate that both CSR and Islamic Banking Image have a direct positive effect on customer loyalty. Additionally, Islamic Banking Image significantly mediates the relationship between CSR and customer loyalty. These findings suggest that effective implementation of CSR programs not only directly enhances customer loyalty but also strengthens the positive image of Islamic banks in the eyes of the public. The image of Islamic banks serves as a significant mediator in fostering customer loyalty, emphasizing the importance of CSR strategies that are aligned with sharia values and social needs. Therefore, Islamic banks should prioritize CSR programs as a long-term strategic tool to build reputation and sustain customer loyalty
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