Kerelevanan Personaliti Usahawan Islam untuk Membentuk Kepercayaan Dalam Mengukuhkan Komitmen dan Kesetiaan Pelanggan [The Relevance of Islamic Entrepreneur Personality to Build Trust in Strengthening Commitment and Customer Loyalty]

Noraihan Mohamad, Mohd Sobhi Ishak, Sabrina Mohd Rashid

Abstract

Kesetiaan pelanggan adalah penentu kepada kelangsungan sesebuah perniagaan. Personaliti usahawan merupakan faktor yang dapat mengukuhkan kesetiaan pelanggan. Kajian ini bertujuan mengenal pasti kerelevanan 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 melalui pengamalan yang baik oleh usahawan Islam.



Customer loyalty is a determinant factor for business survival. Personality of entrepreneurs can strengthen customer loyalty. This study aims to identify the relevance of Muslim entrepreneur personality based on the traits of Prophet Muhammad which are Siddiq, Amanah, Tabligh and Fatonah in the context of customer loyalty. A cross-sectional study conducted on public educational institutions in Kedah and Perlis who purchase computer related products in the computer business premises run by Muslim entrepreneurs. A total of 295 respondents were selected based on a combination of purposive sampling techniques and systematic random sampling. Partial Least-Squares Analysis Structural Equation Modeling (PLS-SEM) was used to test the hypothesized model. The results show that Muslim entrepreneurs’ personality has a significant direct effect on confidence and an indirect effect on commitment and loyalty. In conclusion, a good personality built on the respect traits can ensure business continuity through well practiced by Muslim entrepreneurs.

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