The Influence of Marketing Mix, Perceived Brand Image and Customer Value on Loyalty Through Customer Satisfaction at Islamic Banks in Makassar City

Abstract

This research investigates the influence of the Marketing Mix, Perceived Brand Image, and Customer Value on Customer Satisfaction and Loyalty at Islamic Banks in Makassar City. The study is designed to achieve three primary objectives: first, to examine the partial effects of the Marketing Mix, Perceived Brand Image, and Customer Value on Customer Satisfaction; second, to analyze the partial effects of these variables, along with Customer Satisfaction, on Customer Loyalty; and third, to assess the indirect effects of the Marketing Mix, Perceived Brand Image, and Customer Value on Customer Loyalty through Customer Satisfaction. Adopting a quantitative research approach, the study involved a population of 143,370 customers, from which a sample of 387 respondents was selected using percentage sampling. Data were gathered through questionnaires and analyzed using the Structural Equation Model (SEM). The results indicate that (1) the Marketing Mix, Perceived Brand Image, and Customer Value each have a positive and significant impact on Customer Satisfaction, (2) Perceived Brand Image, Customer Value, and Customer Satisfaction each positively and significantly affect Customer Loyalty, (3) the Marketing Mix does not have a significant direct effect on Customer Loyalty, and (4) the Marketing Mix, Perceived Brand Image, and Customer Value positively and significantly influence Customer Loyalty indirectly through Customer Satisfaction. These findings provide valuable insights into the factors driving customer satisfaction and loyalty in the context of Islamic banking in Makassar City.