摘要：The purpose of this present research is to examine and analyze the impact of marketing communication and consumer perceived value towards Islamic bank consumer’s trust and loyalty in Palembang, Indonesia. The respondents were 370 Islamic bank consumers. The respondents were selected based on random sampling technique. By accidental sampling was obtained 370 respondents. The analysis technique employed was the Strucutural Equation Model (SEM) approach, particularly AMOS program. The result showed that marketing communication had a negative relationship with consumer’s trust but consumer perceived value influenced consumer’s trust. Neither marketing communication nor customer perceived value had direct relationship with consumer’s loyalty, which means that consumer’s trust was a mediating variable to consumer loyalty. Islamic banks should change their marketing communication strategy in order that customer believe that Islamic banks hada lot of experience, good performance (operational ability) and would not hide important information from their customers. Islamic banks should treat all customers equality, and practice honesty and credibility. The banks should provide helpful, clear and personalized information for consumer. Taking advantage of information technology, nowadays, banks can offer a more personalized means of communication, such as via email or social media. All means of communication should be treated as relationship-enchancers, offerring customer useful and needed advice and information.
