Pengaruh Kepercayaan dan Pengalaman terhadap Loyalitas Nasabah Bank Jago di Jakarta
Article Sidebar
Read Counter : 63
Download : 68
Main Article Content
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.
Article Details
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>
References
Aditya, I. & Tjokrosaputro, M. (2020). Pengaruh Brand Satisfaction, Brand Trust, dan Brand Experience terhadap Brand Loyalty Kompas Digital. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(1), 60-64. https://doi.org/10.24912/jmbk.v4i1.6801
Akoglu, H. E. & Özbek, O. (2022). The Effect of Brand Experiences on Brand Loyalty through Perceived Quality and Brand Trust: A Study on Sports Consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130–2148. https://doi.org/10.1108/APJML-05-2021-0333
Ang, C. E. & Keni, K. (2021). Prediksi Brand Experience dan Brand Image terhadap Brand Loyalty: Brand Trust sebagai Variabel Mediasi. Jurnal Manajerial dan Kewirausahaan, 3(1), 42-51. https://doi.org/10.24912/jmk.v3i1.11286
Bernarto, I., Berlianto, M. P., Meilani, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412-426. https://doi.org/10.24912/jm.v24i3.676
Bryan, N. M., Keni, K., Negara, E. S., & Dharmawan, P. (2023). Pengaruh Brand Competence, Brand Trust, Brand Experience, dan E-Wom terhadap Brand Loyalty Dompet Digital. Jurnal Muara Ilmu Ekonomi dan Bisnis, 7(1), 17-29. https://doi.org/10.24912/jmieb.v7i1.22067
Firmansyah, A. (2019), Pemasaran Produk dan Merek (Planning & Strategy), Jawa Timur: CV Penerbit Qiara Media.
Gultom, D. K., & Hasibuan, L. P. (2021). Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Brand Satisfaction Sebagai Variabel Intervening Pada Pengguna Handphone. In Seminar Nasional Teknologi Edukasi Sosial dan Humaniora (Vol. 1, No. 1, pp. 214-225). https://doi.org/10.9744/pemasaran.14.1.17-24
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning EMEA, Andover.
Huaman-Ramirez, R., & Merunka, D. (2019). Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review, 31(5), 610–645. https://doi.org/10.1108/EBR-02-2017-0039
Irawati, C. (2021). Pengaruh Brand Experience dan Brand Image terhadap Brand Loyalty pada Pelanggan BonCabe di Jakarta: Customer Satisfaction debagai Variabel Mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(1), 16–21. https://doi.org/10.24912/jmbk.v5i1.10230
Japutra, A., & Molinillo, S. (2019). Responsible and active brand personality: On the relationships with brand experience and key relationship constructs. Journal of Business Research, 99(August), 464–471. https://doi.org/10.1016/j.jbusres.2017.08.027
Jastine, V. (2021). Pengaruh dari Brand Trust, Brand Image, dan Reputation terhadap Brand Loyalty Kopi Lokal di Jakarta. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(5), 459–463. https://doi.org/10.24912/jmbk.v5i5.13274
Keller, K. L. (2001), Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands, Marketing Science Institute, Cambridge, Massachusetts, MA, pp. 3-27.
Keller, K. L. (2010). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Pearson Education
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions?. Asia Pacific Journal of Marketing and Logistics, 33(4), 1033-1051. https://doi.org/10.1108/APJML-11-2019-0669
Pandiangan, K., Masiyono, M., & Atmogo, Y. D. (2021). Faktor-Faktor Yang Mempengaruhi Brand Equity: Brand Trust, Brand Image, Perceived Quality, & Brand Loyalty. Jurnal Ilmu Manajemen Terapan, 2(4), 471-484. https://doi.org/10.31933/jimt.v2i4.459
Pramezwary, A., Juliana, J., Winata, J., Tanesha, R., & Armando, T. (2021). Brand Trust dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Di Masa Covid-19. Jurnal Perspektif, 19(1), 24–31. https://doi.org/10.31294/jp.v19i1.9376
Pratama, Y. A. & Tunjungsari, H. K. (2022). Pengaruh Pengalaman Merek pada Loyalitas Merek Produk Merchandise Klub Sepak Bola Bali United dengan Mediasi Kepuasan dan Ketidakpastian. Jurnal Muara Ilmu Ekonomi dan Bisnis, 6(1), 224-234. https://doi.org/10.24912/jmieb.v6i1.18436
Putra, T. W. & Keni, K. (2020). Brand Experience, Perceived Value, Brand Trust untuk Memprediksi Brand Loyalty: Brand Love sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi dan Bisnis, 4(1), 184-193. https://doi.org/10.24912/jmieb.v4i1.7759
Rindfleisch, A., Wong, N., & Burroughs, J.E. (2006), “Seeking certainty via brands: an examination of materialism and brand resonance”, Association for Consumer Research. North American Conference, Orlando, FL, pp. 1-44.
Samarah, T., Bayram, P., Aljuhmani, H. Y., & Elrehail, H. (2022). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust. Journal of Research in Interactive Marketing, 16(4), 648–664. https://doi.org/10.1108/JRIM-03-2021-0072
Santos, M., & Schlesinger, W. (2021). When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing - ESIC, 25(3), 374–391. https://doi.org/10.1108/SJME-11-2020-0201
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior. 12th Edition. United Kingdom: Pearson Education Limited.
Tanady, E. S. & Firdausy, C. M. (2022). Pengaruh Brand Image, Brand Trust, dan Brand Communication terhadap Brand Loyalty Client Jasa Inspeksi Batu Bara PT Tribhakti Inspektama di Indonesia. Jurnal Manajemen Bisnis dan Kewirausahaan, 6(3), 266-271. https://doi.org/10.24912/jmbk.v6i3.18657
Yolanda, V. & Keni, K. (2022). Customer Brand Engagement dan Brand Experience untuk Memprediksi Brand Loyalty Skincare Lokal: Variabel Brand Trust sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi dan Bisnis, 6(2), 380–393. https://doi.org/10.24912/jmieb.v6i2.19506
Yu, X., Yuan, C., Kim, J., & Wang, S. (2021). A new form of brand experience in online social networks: An empirical analysis. Journal of Business Research, 130(February), 426–435. https://doi.org/10.1016/j.jbusres.2020.02.011