THE EFFECT OF BRAND IMAGE AND PERCEIVED SHARIA COMPLIANCE ON CUSTOMER LOYALTY OF ASKRINDO SYARIAH'S KAFALAH CONSUMPTIVE FINANCING PRODUCT
Published:
2026-08-31Downloads
Abstract
This study aims to examine the effect of Brand Image and Perceived Sharia Compliance on Customer Loyalty among customers using the Kafalah Consumptive Financing product at PT Jaminan Pembiayaan Askrindo Syariah Medan Branch, both partially and simultaneously. This study employed a quantitative method with an associative approach. The study population consisted of 2,389 customers, while the sample was determined using the Slovin formula, resulting in 99 respondents. Data were collected through questionnaires that had been tested for validity and reliability. Data analysis was conducted using IBM SPSS version 25, including classical assumption tests, coefficient of determination (R²) analysis, t-test, and F-test. The results indicate that Brand Image has an effect on Customer Loyalty among customers using the Kafalah Consumptive Financing product. Perceived Sharia Compliance also has an effect on Customer Loyalty, indicating that customers' perceptions of the product's conformity with sharia principles can increase customer loyalty. Furthermore, Brand Image and Perceived Sharia Compliance simultaneously affect Customer Loyalty. Therefore, strengthening a positive brand image and maintaining consistency in the implementation of sharia principles are important factors in increasing and maintaining customer loyalty toward the Kafalah Consumptive Financing product at PT Jaminan Pembiayaan Askrindo Syariah Medan Branch.
Keywords:
Brand Image Perceived Sharia Compliance Customer Loyalty Kafalah Consumptive FinancingReferences
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