FACTORS AFFECTING THE LOYALTY OF THE MILLENNIAL GENERATION USING SHARIA BANK SERVICES IN MEDAN CITY

Gustin Tamara Simanungkalit, Irmayani Irmayani, Putri Rahma, Rahul Alfatah Suripto, Pani Akhiruddin Siregar

Abstract


The aim of this research is to examine the factors that influence the loyalty of the millennial generation in using Sharia Bank services in the city of Medan. The method used in this research is a quantitative method, which is research that uses numbers and statistics in collecting and analyzing data that can be measured. The population in this research is 100 students from the Faculty of Islamic Economics and Business with a sampling technique, namely purposive sampling with a sample size of 50 respondents. Quantitative data analysis was carried out using a Structural Equation Model based on the Partial Least Squares (SEM PLS) technique. The results of this research show that the Bootstrap results show that 3 (three) constructs (variables), namely Service Quality (X1), Customer Trust (X2) and Attitude (Z) have a positive and significant effect on Interest (Y). And if you look at the R2 (R-square) value in this study, it is 0.548 (between > 0.50 < 0.75), in the medium category. This means that all independent variables, namely Service Quality (X1), Customer Trust (X2) and Attitude (Z), have an effect on the dependent variable, namely Interest (Y).


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