Systematic Literature Review Dengan PRISMA 2020: Peran Customer Relationship Management Dan Kesadaran Halal Dalam Membangun Loyalitas Nasabah Perbankan Syariah Di Indonesia
DOI:
https://doi.org/10.37385/msej.v6i6.8919Keywords:
Customer Relationship Management, Halal Awareness, Loyalitas Nasabah, Bank Syariah, Systematic Literature Review, PRISMA 2020.Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Customer Relationship Management (CRM) dan Halal Awareness terhadap loyalitas nasabah bank syariah di Indonesia melalui pendekatan systematic literature review (SLR) menggunakan protokol PRISMA 2020. Fokus utama kajian ini adalah untuk mengidentifikasi variabel-variabel kunci yang berperan dalam membangun loyalitas nasabah, serta memetakan peran moderasi halal awareness dan mediasi kepuasan pelanggan dalam memperkuat pengaruh CRM terhadap loyalitas. Data dikumpulkan dari 55 artikel ilmiah yang dipublikasikan antara tahun 2019 hingga 2023 dari berbagai database bereputasi seperti Scopus, Google Scholar, ScienceDirect, SINTA, Garuda, dan DOAJ. Hasil sintesis menunjukkan bahwa CRM secara konsisten berpengaruh positif terhadap loyalitas nasabah bank syariah. Kepuasan pelanggan berperan sebagai mediator yang memperkuat pengaruh CRM terhadap loyalitas, sedangkan halal awareness menjadi variabel moderator yang memperdalam hubungan tersebut terutama dalam konteks nilai-nilai syariah. Kajian ini memberikan kontribusi teoritis terhadap pengembangan model CRM berbasis syariah serta menawarkan implikasi manajerial bagi penguatan strategi loyalitas di perbankan syariah Indonesia.
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