Pengaruh Kepercayaan dan Pengalaman terhadap Loyalitas Nasabah Bank Jago di Jakarta
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Abstract
Several countries have witnessed a transformation in trends driven by the increased digitization of financial transactions, both preceding and following the Corona virus pandemic. This shift has notably affected various brands within the financial industry, particularly in the banking sector in the Special Capital Region of Jakarta, Republic of Indonesia. Previous studies have presented varying phenomena concerning the interplay between brand trust, brand experience, and brand loyalty. This research aims to explore the impact of trust and experience in using a brand on brand loyalty in the banking sector. The subject of the study is PT. Bank Jago, Tbk., a well-known bank in Jakarta recognized for its digital products. Data collection employed a purposive sampling technique via Google Form, resulting in 122 willing respondents who either currently possess or have had an account with PT. Bank Jago Tbk in Jakarta. Data processing utilized the Structural Equation Model technique through the SmartPLS program. The findings, derived from a semester-long study, affirm that both brand trust and brand experience exert a positive and significant influence on brand loyalty among the surveyed customers of PT Bank Jago Tbk. in Jakarta. This research sheds light on the dynamics within the banking sector, emphasizing the crucial role of trust and positive brand experiences in fostering customer loyalty, especially in the context of increasing digitalization in financial processes.
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