Untuk memenangkan kompetisi perbankan yang semakin ketat dan mengukuhkan posisi sebagai pemimpin pasar, Bank Syariah Indonesia (BSI) dituntut untuk berfokus pada strategi customer intimacy melalui pendekatan personal dan personalisasi layanan bagi setiap nasabahnya. Penelitian ini bertujuan untuk menganalisis pengaruh communication effectiveness, service excellence, dan customer trust terhadap customer intimacy, dengan menguji peran customer knowledge sebagai variabel moderasi. Fokus observasi diarahkan pada nasabah yang pernah mengunjungi dan bertransaksi di kantor cabang BSI wilayah Pekalongan. Desain penelitian ini menggunakan pendekatan kuantitatif melalui teknik survei kuesioner yang didistribusikan kepada 196 responden sesuai kriteria penarikan sampel. Data empiris yang terkumpul kemudian dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil pengujian statistik menunjukkan bahwa communication effectiveness dan customer trust berpengaruh positif dan signifikan terhadap pembentukan customer intimacy, sedangkan service excellence tidak terbukti memberikan pengaruh. Dalam kapasitasnya sebagai variabel pemoderasi, customer knowledge gagal memoderasi efek dari komunikasi maupun kualitas layanan, dan justru terbukti memoderasi secara negatif (melemahkan) hubungan antara customer trust terhadap customer intimacy. Penelitian ini menyimpulkan bahwa upaya optimalisasi customer intimacy oleh praktisi perbankan di BSI Pekalongan harus memprioritaskan peningkatan communication effectiveness dan customer trust yang diselaraskan secara cermat dengan tingkat customer knowledge. Secara akademis, temuan ini berkontribusi signifikan dalam memperkaya literatur teori perilaku konsumen dan manajemen pemasaran perbankan.
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| Properti | Nilai Properti |
|---|---|
| Organisasi | Universitas Muhammadiyah Pekajangan Pekalongan |
| umpp.pekalongan@yahoo.com | |
| Alamat | Jl. Raya Pekajangan No. 1A Kedungwuni Pekalongan |
| Telepon | (0285) 7832294 |
| Tahun | 2026 |
| Kota | Pekalongan |
| Provinsi | Jawa Tengah |
| Negara | Indonesia |