GREEN MARKETING DAN KUALITAS PELAYANAN SERTA PENGARUHNYA TERHADAP CITRA BANK SYARIAH
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Abstract
Penelitian ini bertujuan untuk menganalisis dampak green marketing dan kualitas pelayanan perbankan syariah yang disebut juga dengan Islamic Banking Service Quality (IB-SQ) terhadap citra perusahaan (corporate image). Penelitian ini dilakukan terhadap nasabah bank syariah di Kota Malang dengan sebanyak 150 responden sebagai sampel. Penelitian ini mengadopsi pendekatan kuantitatif. Metode korelasi Pearson digunakan untuk menguji kualitas data dan validitas kuesioner, dan metode Cronbach’s alpha digunakan untuk menguji reliabilitas kuesioner. Metode regresi linier berganda digunakan untuk analisis data, selanjutnya untuk pengujian hipotesis digunakan analisis uji parsial (uji T) dan uji simultan (uji F). Hasil dari analisis regresi linier berganda mengindikasikan apabila variabel green marketing tidak memiliki pengaruh terhadap corporate image pada bank syariah di Kota Malang, dengan perolehan t-hitung sebesar -0,244. Sedangkan secara parsial menunjukkan hasil bahwa variabel IB-SQ mempunyai pengaruh terhadap corporate image pada bank syariah yang ada di Kota Malang dengan nilai t-hitung sebesar 7,137. Kemudian variabel green marketing, IB-SQ mempunyai pengaruh terhadap corporate image pada bank syariah di Kota Malang dengan perolehan f-hitung sebesar 42,989.
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