The Influence of Sharia Marketing Characteristics and Corporate Reputation on Customer Satisfaction at PT Bank Muamalat Indonesia Pasuruan Branch

Abstract

This study aims to determine the effect characteristics of sharia marketing and corporate reputation both simultaneously or partially to customer satisfaction at PT Bank Muamalat Indonesia Branch Malang. This research uses classical assumption test method, besides F test, T test, and multiple linear regression analysis. This study has a sample of 95 customer of PT Bank Muamalat Indonesia who came to Malang Branch office. The independent variables in this study are marketing characteristics (the theit, ethical, realistic, humanistic) and corporate reputation (reputation, corporate’s reputation, widely known, memorable ease), with the dependent variable ie customer satisfaction (Tangibles, Reliability, Responsiveness, Assurance, Empathy).Based on the result of multiple linear regression analysis obtained equation: Y = - 1,822 + 0,362X1 + 0,417X2 + 0,05. From the result of multiple linear regression analysis obtained result that the characteristics of sharia marketing variable (X1) and corporate reputation (X2) have an effect to the variable of customer satisfaction (Y) in a linear manner. The variable which dominantly influence customer satisfaction at PT Bank Muamalat Indonesia Branch Malang East Java is Characteristic of Sharia Marketing variable (X1) with a contribution of 41.3%. The coefficient of determination (R2) of 0.547, means that 55% customer satisfaction at PT Bank Muamalat Indonesia Branch Malang East Java is influenced by Characteristic of Sharia Marketing variable (X1) and Corporate Reputation (X2), while the rest is 45% customer satisfaction at PT Bank Muamalat Indonesia Malang Branch is influenced by other variables that are not examined in this research. From the F test, it can be seen that all independent variables effect simultaneously to the dependent variable. Hypothesis testing using T test shows that from both independent variables proven significantly affect the dependent variable.