PENGARUH BRAND IMAGE TERHADAP REPUTASI BANK SYARIAH INDONESIA

Muhamad Dika Fachri Fachri; Siti Umul Muhadanah

doi:10.36706/jp.v12i2.102

Authors

Muhamad Dika Fachri Fachri ekonomi dan bisnis islam
Siti Umul Muhadanah Perbankan Syariah, Universitas Islam Negeri Sultan Maulana Hasanuddin Banten

DOI:

https://doi.org/10.36706/jp.v12i2.102

Keywords:

Brand Image, Reputasi Bank Syariah Indonesia

Abstract

Amidst the rapid development of Islamic banking in Indonesia, a bank's reputation is determined by its brand image in addition to its financial performance. This study aims to explore the impact of brand image on the reputation of Bank Syariah Indonesia (BSI) located in Serang City. This study uses a quantitative approach with a survey technique. The primary data were obtained through questionnaires using a Likert scale to 61 respondents. Analysis was conducted using simple linear regression using STATA software. The findings of this study indicate that brand image has a significant influence on BSI's reputation. The coefficient of determination (R²) value of 0.3879 indicates that brand image explains 38.79% of the variation in reputation, while 61.21% is influenced by other factors outside the existing model. The positive regression coefficient indicates that an increase in brand image is directly proportional to an increase in the bank's reputation. These results emphasize that the reputation of Islamic banks is not only built by brand image, but also by service quality, client satisfaction, and communication that is in line with sharia principles. Brand image has been shown to significantly influence BSI's reputation in Serang City, but it is not the sole determining factor.

References

Akmal Riza, N. A. (2024). Shariah Governance, Loyalitas Nasabah dan Reputasi pada Bank Syariah. Islamic Banking and Finnance, 6(1), 6.

Andespa, R. (2023). Citra Merek, Kesadaran Merek, Nilai Persepsi, dan Loyalitas Pelanggan pada Perbankan Syariah. Ekonomi dan Ekonomi Syariah, 6(2).

Devi Nadila. (2024). Pengaruh Product Knowledge dan Brand Image Terhadap Keputusan Masyarakat Menjadi Nasabah Bank Syariah Indonesia di Kota Tangerang Selatan. Ekonomi dan Perbankan Syariah, 12(2), 2579–6437.

Diah Febriana Aurela. (2023). Pengaruh Sosial Media, Brand Image dan Product Knowledge Terhadap Minat Masyarakat Menggunakan Bank Syariah. SKRIPSI.

Eka Nur Safitri. (2022). Pengaruh Brand Image dan Pengetahuan Minat Menabung Masyarakat Di Kota Banjarmasin. Ilmiah Ekonomi Islam, 8(03).

Fani F, M. I. A. S. (2024). Pengaruh Brand Image serta Brand Trust Terhadap Kesetiaan Anggota. Ilmiah MEA, 8(1).

Khofifatun Nadiyah. (2025). Pengaruh Reputasi Perusahaan dan Kualitas Pelayanan Syariah Terhadap Loyalitas Nasabah pada BMT Maslahah. Innovative And Creativity, 5(2), 38064–38072.

Leny Marlina. (2025). Strategi Branding Untuk Bank Islam Dalam Konteks Menurunnya Kepercayaan Pelanggan. Perbankan, 3(66–81).

Muhammad Zakiy. (2017). Pengaruh Kualitas Layanan Terhadap Loyalitas Nasabah Bank Syariah Dengan Kepuasan Nasabah Sebagai Variabel Intervening. Ekonomi Dan Ekonomi Islam, 3(1).

Munawaroh. (2025). Pengaruh Brand image dan Etika Bisnis Syariah Terhadap Loyalitas Nasabah di Bank Syariah. Ekonomi Islam, 7(2).

Nel, A. A. A. (2021). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian. Ilmiah, 42.

Niken Probondani Astuti. (2023). Kualitas Layanan dan Brand Image Terhadap Loyalitas Nasabah. Riset Ekonomi Dan Manajemen, 3(2). https://journal.stiem.ac.id/index.php/jureq/article/viewFile/1603/711

Rifda, N. D. (2025). Pengaruh Brand Image, Literasi Keuangan Syariah, dan Digital Marketing terhadap Minat Bank Syariah. Ekonomi. https://eprints.walisongo.ac.id/id/eprint/28515/1/Skripsi_2105036087_Dede_Rifda_Nursiyami.pdf

Sir, A. (2023). Pengaruh Brand Image dan Kualitas Produk Dalam Meningkatkan Minat Masyarakat. SKRIPSI Ekonomi.

Trifa Oftafiana. (2024). Strategi Manajemen Risiko Reputasi untuk Perbankan Syariah: Perbandingan Bank Victoria Syariah dan Bank Syariah Indonesia. Islamic Ekonomi, 6(2)