Abstract:
This research aims to determine the implementation of marketing mix shariah compliance and its
impact on trust, satisfaction, and loyalty of customers in Palopo city. Data were randomly obtained
from less active customers by distributing questionnaires and interviewing respondents. The Path
Analysis with Partial Least Square (PLS) was used to analyze the data direct and indirect effects of
exogenous and endogenous variables. Furthermore, modeling was carried out, from structural and
measurement models, path diagram construction, estimation of path coefficients, evaluation of the
goodness of fit, and hypothesis testing using a significance level of 5% or 0.05. The result formulated
16 hypotheses as follows: (1) People have a positive and significant effect on satisfaction, (2) People
have a positive and significant effect on trust, (3) physical avident has a positive and insignificant
effect on satisfaction, (4) physical avident has a positive and insignificant effect on trust, (5) place has
a positive and insignificant effect on satisfaction, (6) place has a positive and insignificant effect on
trust, (7) price has a positive and significant effect on satisfaction, (8) price has a positive and
significant effect on trust, (9) process has a positive and insignificant effect on satisfaction, (10)
process has a positive and insignificant effect on trust, (11) product has a positive and significant
effect on satisfaction, (12) product has a positive and significant effect on trust, (13) promotion has a
positive and significant effect on satisfaction, (14) promotion has a positive and significant effect on
trust, (15) satisfaction has a positive and significant effect on customer loyalty, and (16) trust has a
positive and significant effect on customer loyalty. Therefore, in general, the implementation of the
marketing mix shariah compliance is properly utilized by sharia banking customers.
