Pengaruh Media Promosi, Kualitas Pelayanan Dan Penyediaan Fasilitas Terhadap Kepuasan Nasabah Bank

Abstract

This study aims to analyze the influence of promotional media, service quality, and facility provision on customer satisfaction at Islamic banks in the Special Region of Yogyakarta. In the context of increasingly competitive banking industry dynamics, customer satisfaction becomes a crucial factor in maintaining loyalty and strengthening the bank’s position in the market. A quantitative approach was employed, using a survey method to collect data from Islamic bank customers. The analysis was conducted to assess the extent to which each variable affects customer satisfaction. The results indicate that all three independent variables—promotional media, service quality, and facility provision—positively contribute to enhancing customer satisfaction. Informative and attractive promotional media shape a positive perception of the services offered. Adequate facilities provide convenience and comfort in transactions, while responsive service quality that aligns with Sharia principles builds trust and enriches the customer experience. These findings emphasize the importance of synergy between promotion, service, and facilities in fostering long-term relationships with customers. Therefore, Islamic banks are encouraged to optimize marketing strategies, improve service quality, and provide facilities that meet the needs and expectations of customers. This study offers practical contributions to the development of Islamic banking services and serves as a reference for banking management in formulating policies aimed at enhancing customer satisfaction and loyalty.