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