Determinan Kepercayaan Nasabah Bank Syariah Indonesia KCP Kebumen: Tinjauan dari Kualitas Pelayanan, Citra Merek, dan Variasi Produk

Abstract

This study analyzes the effect of service quality, brand image, and product diversity on customer trust in Bank Syariah Indonesia KCP Kebumen. The study employs an associative quantitative method, using purposive sampling with 100 respondents. Data were collected using questionnaires and analyzed through validity and reliability tests, descriptive analysis, classical assumption tests, multiple linear regression, and hypothesis testing. The results show that service quality has a positive and significant effect on customer trust,  with a t-value of 2.964 > t-table 1.660 and a significance value of 0.004 < 0.05, making service quality the factor that most influences customer trust. Brand image has a positive but insignificant effect with a t-value of 1.779 > t-table 1.660 and a significance of 0.078 > 0.05, indicating that the brand image of BSI after the merger has contributed to shaping customer trust. Product diversity has a positive but insignificant effect with a t-value of 1.589 < t-table 1.660 and a significance of 0.115 > 0.05. Simultaneously, the three variables have a significant effect on customer trust with a calculated F value of 20.155 > F table 2.70 and significance of 0.000 < 0.05. The coefficient of determination (R²) value of 0.622 indicates that 38.6% of customer trust variation is explained by these three variables, while the remaining 61.4% is influenced by other factors outside this study.