Faktor-Faktor yang Memengaruhi Loyalitas Nasabah dengan Mediasi Kepuasan Nasabah pada PT Bank Seabank Indonesia

Article Sidebar

PDF
Published: Oct 31, 2023
DOI: https://doi.org/10.24912/jmk.v5i4.26987
Keywords:
promosi kualitas layanan citra merek kepuasan nasabah loyalitas nasabah promotion service quality brand image customer satisfaction customer loyalty

Main Article Content

Viona Lisa
Universitas Tarumanagara
Frangky Selamat
Universitas Tarumanagara

Abstract

Dengan terjadinya perkembangan yang pesat di industri perbankan, persaingan merupakan hal yang melekat dan sering terjadi. Banyaknya kantor cabang dan bank baru yang membuat persaingan di perbankan menjadi lebih sulit. Menciptakan kepuasan nasabah merupakan hal penting yang harus diciptakan oleh perusahaan perbankan. Tujuan dari penelitian ini adalah untuk mengetahui apakah promosi, kualitas layanan, dan citra merek dapat mempengaruhi loyalitas nasabah dengan mediasi kepuasan nasabah. Sebanyak 158 responden berhasil dikumpulkan melalui online kuesioner. Pengambilan sampel menggunakan non-probability sampling dan purposive sampling. Penelitian ini menggunakan program PLS-SEM (Partial Least Square-Structural Equation Modelling). Hasil penelitian ini menunjukkan promosi tidak berpengaruh signifikan terhadap kepuasan nasabah. Kualitas layanan dan citra merek memiliki pengaruh positif dan signifikan terhadap kepuasan nasabah. Promosi tidak berpengaruh signifikan terhadap loyalitas. Kualitas layanan dan citra merek memiliki pengaruh positif dan signifikan terhadap loyalitas nasabah. Promosi tidak berpengaruh signifikan terhadap loyalitas nasabah melalui kepuasan nasabah. Kualitas layanan dan citra merek memiliki pengaruh positif dan signifikan terhadap loyalitas nasabah melalui kepuasan nasabah.
 

With the rapid developments in the banking industry, competition is inherent and often occurs. The large number of branch offices and new banks has made competition in banking more difficult. Creating customer satisfaction is an important thing that must be created by banking companies. The purpose of this research is to find out whether promotion, service quality, and brand image can influence customer loyalty by mediating customer satisfaction. A total of 158 respondents were successfully collected through online questionnaires. Sampling using non-probability sampling and purposive sampling. This study uses the PLS-SEM (Partial Least Square-Structural Equation Modeling) program. The results of this study indicate that promotion has no significant effect on customer satisfaction. Service quality and brand image have a positive and significant impact on customer satisfaction. Promotion has no significant effect on loyalty. Service quality and brand image have a positive and significant influence on customer loyalty. Promotion has no significant effect on customer loyalty through customer satisfaction. Service quality and brand image have a positive and significant impact on customer loyalty through customer satisfaction.

Article Details

Issue
Vol. 5 No. 4 (2023): Jurnal Manajerial dan Kewirausahaan
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.,/p>

Author Biographies

Viona Lisa, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Frangky Selamat, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

References

Febriany, D., Tjipto, J. D., Immanuel, S., Buana, S. A. M., Emerald, S., & Keni, K. (2022). Formation of Consumer Impulsive Buying in MSMEs through Online Shopping Activities. Jurnal Komunikasi, 14(2), 507-521. https://doi.org/10.24912/jk.v14i2.20271

Hair, J. F., Hult, G. T., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Cham, Switzerland: Springer Nature Switzerland AG. https://doi.org/10.1007/978-3-030-80519-7

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 139-152. https://doi.org/10.2753/MTP1069-6679190202

Hair, J. F., Sartedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review Vol. 26, 106-121. https://doi.org/10.1108/EBR-10-2013-0128

Reinartz, W., Haenlein, M., & Henseler, J. (2009). An Empirical Comparison of the Efficacy of Covariance-Based and Variance-Based SEM. International Journal of Research in Marketing, 332-334. https://doi.org/10.1016/j.ijresmar.2009.08.001

Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill Building Approach Seventh Edition. United Kingdom: Wiley.