Aspek-Aspek yang Memengaruhi Consumer Loyalty pada Nasabah Bank Danamon di Jabodetabek

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Alberthino Ramoz Ritonga
Tommy Setiawan Ruslim

Abstract

Pada saat ini bank telah menjadi kebutuhan utama bagi masyarakat terkhusus dalam melakukan kegiatan sehari-hari seperti bertransaksi, menabung serta berinvestasi. Melihat pentingnya peran bank di tengah masyarakat tentu menjadikan calon konsumen untuk berhati-hati dalam mempertimbangkan bank yang menjadi pilihan mereka, di sisi lain penting bagi perusahaan bank untuk meningkatkan loyalitas konsumen yang merupakan kunci utama yang dimiliki konsumen dalam menggunakan produk dan jasa suatu bank. Hal ini diperkuat dengan pernyataan para ahli yang menjelaskan bahwa loyalitas konsumen terjadi karena adanya aspek psikologi dan emosi yang mereka miliki ketika menggunakan produk dan jasa dari suatu brand. Rasa cinta, komitmen dan kepercayaan konsumen terhadap brand merupakan faktor yang dapat memengaruhi kesadaran konsumen yang berujung pada loyalitas. Melihat hal tersebut penelitian ini memiliki tujuan untuk memahami pengaruh dari brand love, brand commitment dan brand trust terhadap consumer loyalty yang dimediasi oleh consumers awareness. Subjek dari penelitian ini adalah konsumen bank Danamon di Jabodetabek dengan pengumpulan data melalui kuesioner terhadap 155 responden yang terkumpul, dan menggunakan SEM-PLS serta softwareSmartPLS4 sebagai pengujian olah data. Penelitian ini menggunakan purposive/judgemental nonrandom sampling sebagai teknik pengambilan sampel. Hasil pada penelitian yang dilakukan menunjukan bahwa brand commitment dan brand trust berpengaruh positif dan signifikan terhadap consumer loyalty, sedangkan brand love berpengaruh positif dan tidak signifikan terhadap consumer loyalty.
 

Currently, banks have become a primary need for society, especially in carrying out daily activities such as transactions, saving and investing. Seeing the important role of banks in society certainly makes potential consumers careful in considering the bank of their choice. On the other hand, it is important for bank companies to increase consumer loyalty, which is the main key that consumers have in using a bank's products and services. This is reinforced by statements from experts who explain that consumer loyalty occurs because of the psychological and emotional aspects they have when using products and services from a brand. Consumers' love, commitment and trust in a brand are factors that can influence consumer awareness which leads to loyalty. Seeing this, this research aims to understand the influence of brand love, brand commitment and brand trust on consumer loyalty which is mediated by consumer awareness. The subjects of this research were Danamon bank consumers in Jabodetabek by collecting data through questionnaires from 155 respondents, and using SEM-PLS and SmartPLS4 software as data processing tests. This research uses purposive/judgmental nonrandom sampling as a sampling technique. The results of the research conducted show that brand commitment and brand trust have a positive and significant effect on consumer loyalty, while brand love has a positive and insignificant effect on consumer loyalty.

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Author Biographies

Alberthino Ramoz Ritonga, Universitas Tarumanagara

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

Tommy Setiawan Ruslim, Universitas Tarumanagara

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

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