Transformasi Digital Perbankan Syariah melalui Artificial Intelligence: Pengaruh Kualitas Layanan Syariah dan Islamic Branding terhadap Kepuasan Nasabah dengan Kepercayaan Nasabah sebagai Variabel Moderasi

Muhammad Hafizh, Ahmad Fauzul Hakim Hasibuan, Ainun Marziah, Muksalmina M

Abstract


Digital transformation in the Islamic banking industry has encouraged the use of artificial intelligence (AI) to improve service quality, while Islamic branding has become an important strategy for building the image and competitiveness of Islamic banks. This study aims to analyze the effect of AI-based Islamic service quality and Islamic branding on customer satisfaction, as well as to examine the role of customer trust as a moderating variable among customers of Bank Syariah Indonesia (BSI) in Lhokseumawe City. This study employs a quantitative approach using a purposive sampling technique involving 100 respondents. Data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method through the SmartPLS application, including outer model and inner model testing. The results show that AI-based Islamic service quality does not have a significant effect on customer satisfaction. In contrast, Islamic branding has a positive and significant effect on customer satisfaction. Furthermore, customer trust is unable to moderate the relationship between AI-based Islamic service quality and customer satisfaction or between Islamic branding and customer satisfaction. These findings indicate that the satisfaction of BSI customers in Lhokseumawe City is influenced more by the strength of the bank’s Islamic identity and image than by the utilization of AI technology in its services. Therefore, strengthening Islamic branding strategies, supported by improvements in digital service quality that align with customers’ needs and expectations, is essential for sustainably enhancing customer satisfaction.

Keywords


artificial intelligence, Islamic service quality, Islamic branding, customer trust, customer satisfaction, PLS-SEM

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DOI: https://doi.org/10.5281/zenodo.21981363

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