Pengaruh Personaliti Usahawan Islam terhadap Kepercayaan dalam Mengukuhkan Komitmen dan Kesetiaan Pelanggan
DOI:
https://doi.org/10.32890/ijib2017.2.1.3Keywords:
Sifat Nabi Muhammad SAW, Usahawan Islam, Kesetiaan Pelanggan, PLS-SEMAbstract
Kesetiaan pelanggan adalah penentu kepada kelangsungan sesebuah perniagaan. Personaliti usahawan merupakan faktor yang dapat mengukuhkan kesetiaan pelanggan. Kajian ini bertujuan mengenal pasti pengaruh personaliti usahawan Islam berteraskan sifat siddiq, amanah, tabligh dan fatonah dalam konteks kesetiaan pelanggan. Kajian tinjauan keratan rentas dijalankan terhadap komuniti institusi pendidikan di negeri Kedah dan Perlis yang membeli produk berkaitan komputer di premis perniagaan komputer yang diusahakan oleh usahawan Islam. Seramai 295 responden dipilih berdasarkan gabungan teknik persampelan bertujuan dan persampelan rawak bersistematik. Analisis Partial Least Squares-Structural Equation Modeling (PLS-SEM) digunakan untuk menguji model hipotesis kajian. Hasil analisis mendapati personaliti usahawan Islam memberi pengaruh langsung yang signifikan terhadap kepercayaan dan mempengaruhi secara tak langsung terhadap komitmen dan kesetiaan pelanggan. Kesimpulannya, personaliti usahawan yang dibina berdasarkan sifat berkenaan mampu menjamin kelangsungan perniagaan jika dilaksanakan dengan baik oleh usahawan Islam.
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