The effect of Islamic financial literacy, digital marketing and brand image on customer loyalty of Indonesian Sharia Bank in Garut Regency
-
Nauval Putra Ridha Rabbani(1*)
Faculty of Economics, University of Garut
-
Eti Kusmiati(2)
Faculty of Economics, University of Garut
-
Dioka Muhammad Akbar(3)
Faculty of Economics, University of Garut
(*) Corresponding Author
Abstract
In an increasingly competitive Islamic banking industry, customer loyalty has become a critical determinant of sustainable organizational performance. Understanding the factors that drive customer loyalty is therefore essential for Islamic financial institutions seeking to strengthen their market position. This study examines the influence of Islamic financial literacy, digital marketing, and brand image on customer loyalty among customers of Bank Syariah Indonesia in Garut Regency, Indonesia. Employing a quantitative research design with an associative approach, the study utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the relationships among the proposed constructs. The findings reveal that Islamic financial literacy, digital marketing, and brand image each exert a positive and significant influence on customer loyalty. Customers with a stronger understanding of Islamic financial principles are more likely to demonstrate loyalty toward Islamic banking services. Furthermore, effective digital marketing strategies enhance customer engagement and strengthen long-term relationships, while brand image emerges as the most influential determinant of customer loyalty. These results highlight the importance of integrating educational, technological, and branding strategies to foster customer retention in the Islamic banking sector. The study contributes to the growing literature on Islamic banking by providing empirical evidence that customer loyalty is shaped by both cognitive and experiential factors in the digital era. The findings offer practical implications for Bank Syariah Indonesia and other Islamic financial institutions in designing customer-centric strategies aimed at enhancing loyalty and sustaining competitive advantage.
Keywords: Islamic Financial Literacy; Digital Marketing; Brand Image; Customer Loyalty
Downloads
References
https://doi.org/10.55047/cashflow.v4i2.1705
Abdul R. (2021). Digital_Marketing_Konsep_dan_Strategis
Amelia, P. R., Fikri, K., & Ayu Nofirda Jurusan Manajemen Universitas Muhammadiyah Riau, F. (2024). Pengaruh Syariah Compliance, Promosi, Dan Brand Image Terhadap Loyalitas Nasabah Bank Syariah Indonesia (Bsi) di Kota Pekanbaru. Jurnal Ilmiah Mahasiswa Merdeka EMBA, 3(2), 838–854.
Berry, L. L. (2002). Relationship Marketing of Services Perspectives from 1983 and 2000. Journal of Relationship Marketing, 1(1), 59–77.
https://doi.org/10.1300/J366v01n01_05
Cristiana, I., Lesmana, C., & Hasbi, H. (2025). Pengaruh Pengalaman Nasabah, Kemudahan Akses dan Keamanan Bertransaksi Mobile Banking Terhadap Loyalitas Nasabah di Bank X Cabang Otista. https://doi.org/10.38035/jmpis.v6i3
Firmansyah, D. N., Buchori, N. S., & Firmansyah, F. (2025). Pengaruh Product Knowledge dan Brand Image Terhadap Keputusan Masyarakat Menjadi Nasabah Bank Syariah Indonesia di Kota Tangerang Selatan. Jurnal Ekonomi Dan Perbankan Syariah, 12(2), 135–154. https://doi.org/10.61111/jeps.v12i2.1040
Gómez-Rico, M., Molina-Collado, A., Santos-Vijande, M. L., Molina-Collado, M. V., & Imhoff, B. (2023). The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries. Current Psychology, 42(15), 12711–12727. https://doi.org/10.1007/s12144-021-02656-w
Griffin, J. (2005). Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Erlangga.
Hervina, R., & Kurniawan, R. (2024). melalui Customer Satisfaction dan Dampaknya terhadap Customer Loyalty pada Bank Syariah Indonesia Cabang Cianjur. https://doi.org/10.38035/jemsi.v7i3
Hindiana, H., Wahyuningsih, N., & Iqbal, M. (2026). Pengaruh Literasi Keuangan Syariah, Religiusitas, dan Tingkat Kepercayaan Terhadap Pengambilan Keputusan Nasabah Dalam Menggunakan Produk Bank Syariah. Jurnal Ekonomi dan Perbankan Syariah, 14(1). https://doi.org/10.61111/jeps.v14i1.1306
Huda, M. K., & Millah, H. (2024). Pengaruh Literasi Keuangan, Digital Marketing, Dan Brand Image Terhadap Minat Generasi Z Pada Bank Syariah (Studi Pada Mahasiswa Universitas Islam Zainul Hasan (Unzah) Genggong. Finance : Journal of Accounting and Finance, 1(1), 42–54. https://doi.org/10.55210/057q8g15
Imellia, A. F. M. (2025). Pengaruh Literasi Keuangan Syariah Dan Motivasiterhadap Keputusan Investasi Deposito Syariahpada Nasabah Di Bank Riau Kepri Syariah Siak.
Istnaini, A., & Firmansyah, F. (2024). Determinasi Brand Image, Kualitas Layanan dan Digital Banking Terhadap Loyalitas Nasabah Dimediasi Kepuasan Nasabah BSI KCP Malang Soetta. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(7).
Kalsum, U., & Utami, D. (2025). Memperkuat Pemahaman Mahasiswa Terhadap Literasi Keuangan Syariah Melalui Pengenalan Produk dan Akad Perbankan Syariah. Abdi: Jurnal Pengabdian Dan Pemberdayaan Masyarakat, 7(1), 48–56. https://doi.org/10.24036/abdi.v7i1.1005
Khafifa, B. A., & Aminy, M. M. (2025). Pengaruh Literasi Keuangan Syariah dan Kepercayaan Nasabah Terhadap Minat Penggunaan Mobile Banking Syariah Di Bank Syariah Indonesia (BSI) KCP Bertais Mandalika.
https://journal.uinmataram.ac.id/index.php/jps/index
Khofifah, I. M. S., Weny, R. & Syamsul, H. (2024). Pengaruh Literasi Keuangan Syariah, Digital Marketing dan Brand Image terhadap Loyalitas Nasabah Bank Syariah Indonesia. Pajak Dan Manajemen Keuangan, 1(4), 51–66.
https://doi.org/10.61132/pajamkeu.v1i4.391
Kusmiati, E., & Ungkari, M. D. (2021). Application of Shariah Enterprise Theory on Disclosure of Corporate Social Responsibility in Sharia Banking. https://doi.org/10.33830/elqish.v1i1.1453.2021
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38.
https://doi.org/10.1177/002224299405800302
Rahmatika, S. A., Ismail, Z., Tinggi, S., Ekonomi, I., & Bhakti, T. (2025). The Influence of Marketing Mix, Brand Image and Knowledge onThe Decision to Become a Customer at Bank Syariah Indonesia. https://ojs.azzukhrufcendikia.or.id/index.php/JMDB
Rizki, C., D., Pranata, S., & Laily Purnamasari, D. (2025). Pengaruh Layanan Mobile Banking Terhadap Loyalitas Nasabah. DFAME Digital Financial Accounting Management Economics Journal, 3(2), 91–97.
https://doi.org/10.61434/dfame.v3i2.293
Setiawan, S. (2023). Keputusan Menjadi Nasabah Bank Syariah: Peran Literasi Keuangan Syariah, Kepercayaan, dan Citra Bank Syariah. Journal of Applied Islamic Economics and Finance, 3(2), 240–251. https://doi.org/10.35313/jaief.v3i2.4858
Sherly, N. J., Aziz, A., & Wartoyo. (2025). Pengaruh Literasi Keuangan Syariah dan Brand Image Terhadap Keputusan dalam Menggunakan Produk Perbankan Syariah pada Aktivis Mahasiswa FEBI UIN Siber Syekh Nurjati Cirebon. AB-JOIEC: Al-Bahjah Journal of Islamic Economics, 2(02), 42–54.
https://doi.org/10.61553/abjoiec.v2i02.275
Sinta, S., Abd. Hafid, & Sitti, N. M. (2025). Pengaruh Pemanfaatan Digital Marketing Dan Celebrity Endorsement Terhadap Minat Menabung Nasabah Pada Bank Syariah (Studi Pada Nasabah Bank BSI Kabupaten Bone). MBISKU: Jurnal Manajemen Bisnis Dan Keuangan, 2(1), 8–22. https://doi.org/10.56633/mbisku.v2i1.944
Sondakh, C., Fakutas, M., Dan, E., Universitas, B., & Ratulangi, S. (2020). Kualitas Layanan, Citra Merek Dan Pengaruhnya Terhadap Kepuasan Nasabah Dan Loyalitas Nasabah Tabungan (Studi Pada Nasabah Taplus BNI Cabang Manado).
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif, dan Research and Development (R&D) (2nd ed.). Alfabeta.
Yulia, A. S., Surus, M., & Alimbel, F. (2024). Strategi Digital Marketing Terhadap Minat Investasi Generasi Z Pada Investasi Emas Digital Bank Syariah Indonesia Dengan Brand Image Sebagai Mediasi. Jurnal Tabarru’ : Islamic Banking and Finance, 7(2).
