Pengaruh Kualitas Pelayanan dan Citra Perusahaan terhadap loyalitas dengan Tingkat Kepuasan sebagai Variabel Intervening : Studi Kasus Nasabah Asuransi Syariah Cabang Prudential di Kota Medan

Elpi Yanti
Atika Atika
Annio Indah Lestari Nasution

Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah
Vol. 4 No. 2 (2026): Mei : Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah

With Customer Satisfaction (Z) acting as an intervening variable, this research attempts to examine the impact of Service Quality (X1) and Corporate Image (X2) on Customer Loyalty (Y) at the Prudential Sharia Insurance Medan Branch. 117 respondents participated in the associative quantitative research, which was analyzed using SmartPLS 4's Partial Least Square-Structural Equation Modeling (PLS-SEM) technique. The findings show that neither customer satisfaction nor customer loyalty are significantly impacted by service quality. Customer satisfaction is positively and significantly impacted by corporate image, while customer loyalty is not much impacted. Customer satisfaction has been shown to completely buffer the impact of corporate image on customer loyalty, and it has a positive and considerable impact on customer loyalty. These results demonstrate that a trustworthy company image that adheres to Sharia principles fosters client loyalty an image that first creates contentment before turning into loyalty. Companies also need to strengthen information transparency, the speed of complaint resolution, communication quality, and service alignment with customer needs to foster sustainable, long-term relationships.