OPTIMALISASI KEPATUHAN SYARIAH DAN KUALITAS LAYANAN UNTUK MENINGKATKAN KEPERCAYAAN SERTA LOYALITAS NASABAH BANK SYARIAH
Keywords:
Kepatuhan Syariah, Kualitas Layanan, Kepercayaan Nasabah, Loyalitas, Bank SyariahAbstract
Fokus kajian berada pada pengaruh kepatuhan syariah dan kualitas layanan terhadap kepercayaan serta loyalitas nasabah bank syariah di Yogyakarta. Isu ini penting karena meskipun industri perbankan syariah di Indonesia berkembang pesat, masih terdapat kesenjangan antara idealisme nilai-nilai Islam dan praktik operasional di lapangan. Sebagian nasabah meragukan keaslian penerapan prinsip syariah dan menilai kualitas layanan belum sekompetitif bank konvensional. Dalam situasi persaingan digital dan meningkatnya literasi keuangan masyarakat, menjaga kepercayaan serta loyalitas menjadi faktor kunci bagi keberlanjutan industri perbankan syariah. Pendekatan yang digunakan bersifat kualitatif dengan desain studi kasus deskriptif. Data diperoleh melalui wawancara semi-terstruktur, observasi non-partisipatif, dan analisis dokumen terhadap 15 informan yang terdiri atas nasabah aktif, pegawai bank, dan anggota Dewan Pengawas Syariah. Analisis dilakukan dengan model Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan, disertai triangulasi sumber dan metode serta member checking untuk memastikan keakuratan hasil. Hasil menunjukkan bahwa kepatuhan syariah menjadi fondasi utama dalam membentuk kepercayaan, sedangkan kualitas layanan memperkuat hubungan emosional dan fungsional antara nasabah dan bank. Kepercayaan berperan sebagai mediator yang menghubungkan keduanya dengan loyalitas. Nasabah yang meyakini integritas syariah cenderung tetap loyal meskipun insentif finansial di bank konvensional lebih tinggi, sementara generasi muda menuntut layanan digital yang cepat dan efisien. Secara tegas disimpulkan bahwa keberhasilan bank syariah bergantung pada kemampuan menghadirkan keseimbangan antara nilai spiritual dan profesionalisme layanan. Inovasi digital berbasis prinsip Islam menjadi strategi kunci untuk mempertahankan kepercayaan dan menumbuhkan loyalitas jangka panjang nasabah di era modern.
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