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

Abstract

This study was conducted to examine the influence of Sharia marketing characteristics and corporate reputation on customer satisfaction at PT Bank Muamalat Indonesia, Pasuruan Branch, both simultaneously and individually. The research applied classical assumption tests along with F-tests, T-tests, and multiple linear regression analysis. The sample consisted of 95 customers who visited the Malang Branch office. The independent variables included Sharia marketing characteristics (theistic, ethical, realistic, and humanistic) and corporate reputation (credibility, corporate image, public recognition, and memorability), while customer satisfaction measured through tangibles, reliability, responsiveness, assurance, and empathy served as the dependent variable. The regression analysis produced the equation Y = -1.822 + 0.362X1 + 0.417X2 + 0.05, indicating that both Sharia marketing characteristics (X1) and corporate reputation (X2) have a linear effect on customer satisfaction (Y). Among the variables, Sharia marketing characteristics were found to have the most dominant influence, contributing 41.3%. The coefficient of determination (R²) was 0.547, meaning that 55% of customer satisfaction is explained by the two independent variables, while the remaining 45% is influenced by other factors not included in this study. Furthermore, the F-test results show that all independent variables simultaneously affect customer satisfaction, and the T-test confirms that each independent variable has a significant partial effect on the dependent variable.