THE EFFECT OF BRAND TRUST ON CUSTOMER LOYALTY OF BANK SYARIAH INDONESIA WITH CYBER SECURITY AS A MODERATION VARIABLE

Abstrak

This study aims to determine the significant impact of brand trust on customer loyalty at Bank Syariah Indonesia, with cybersecurity serving as a moderating variable. The population for this study comprises teachers, administrators, and staff of the Madinatul Qur'an Islamic Boarding School Depok who are customers of Bank Syariah Indonesia. The sample size consisted of 120 customers, selected using a saturated sampling technique. Data were collected through questionnaires. The data analysis technique employed is Structural Equation Modeling (SEM) using SmartPLS version 3.0. The results of the study indicate that brand trust has a positive and significant effect on customer loyalty at Bank Syariah Indonesia. However, the moderating effect of cybersecurity—interacting with the constructs of brand trust and loyalty— showed negative and insignificant results concerning customer loyalty at Bank Syariah Indonesia. In conclusion, the study finds that higher levels of customer trust in the Bank Syariah Indonesia brand are associated with greater customer loyalty, regardless of the cybersecurity factor