Pengaruh Implementasi Green Banking terhadap Kepuasan dan Loyalitas Nasabah Gen Z pada Bank Umum Syariah

Abstract

Disparitas jumlah antara Bank Umum Konvensional dan Bank Umum Syariah (BUS) menuntut BUS memiliki strategi diferensiasi untuk membangun basis nasabah loyal. Salah satu strategi potensial adalah implementasi green banking yang selaras dengan prinsip syariah dan nilai keberlanjutan Gen Z. Penelitian ini bertujuan menganalisis pengaruh implementasi green banking terhadap kepuasan dan loyalitas nasabah Gen Z pada BUS dengan pendekatan Green Coin Rating. Metode yang digunakan adalah statistik deskriptif dan SEM- PLS. Penelitian menggunakan data primer dari 155 responden nasabah Gen Z pada lima BUS di Indonesia yang menerapkan prinsip hijau. Berdasarkan hasil SEM-PLS, ditemukan variabel Carbon Emission, Green Building, Green Rewards, dan Paperless/Paperwork berpengaruh positif dan signifikan terhadap kepuasan nasabah. Sementara itu, variabel Reuse/Reduce/Recycle dan Green Investment tidak berpengaruh signifikan terhadap kepuasan nasabah. Variabel kepuasan nasabah terbukti memiliki pengaruh yang sangat kuat, positif, dan signifikan terhadap loyalitas nasabah Gen Z.

The disparity between Conventional and Sharia Commercial Banks (BUS) requires BUS to have differentiation strategies to build a loyal customer base. A potential strategy is green banking, which aligns with Sharia principles and Gen Z's sustainability values. This study aims to analyze the effect of green banking implementation on the satisfaction and loyalty of Gen Z customers in BUS using the Green Coin Rating approach. The methods used are descriptive statistics and SEM-PLS. This research uses primary data from 155 Gen Z customer respondents across five BUS in Indonesia that have implemented green principles. Based on SEM-PLS results, Carbon Emission, Green Building, Green Rewards, and Paperless/Paperwork have a positive and significant effect on customer satisfaction. Meanwhile, Reuse/Reduce/Recycle and Green Investment variables have no significant influence on customer satisfaction. The customer satisfaction variable is proven to have a very strong, positive, and significant influence on the loyalty of Gen Z customers.