Pengaruh Brand Image, Physical Environment, dan Customer Engagement terhadap Loyalitas Nasabah

Mega Neselia, Riris Loisa
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Abstract

The purpose of this research is to analyze the effect of brand image, the physical environment, and customer engagement towards BCA's customer loyalty, especially at Mangga Dua Raya Jakarta Branch, which could help the company to increase its customer loyalty. The total sample is 100 respondents. The analysis method used in this research is the SPSS 25th version. The results showed that there is a positive and significant influence respectively between brand image towards customer loyalty, physical environment towards customer loyalty, and consumer engagement towards customer loyalty. The company is expected to take into account the factor of brand image, the physical environment, and, customer engagement in operational and service activity because it had been proven by research that those factors heavily affect customer loyalty.

 

Tujuan penelitian ini adalah untuk menganalisis pengaruh brand image, physical environment, dan customer engagement terhadap loyalitas nasabah Bank Central Asia (BCA) di cabang KCU Mangga Dua Raya Jakarta, sehingga bisa membantu perusahaan untuk lebih meningkatkan loyalitas nasabahnya. Total sampel sebanyak 100 responden. Analisis data menggunakan program SPSS versi 25. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang positif dan signifikan masing-masing antara brand image atas loyalitas nasabah, physical environment atas loyalitas nasabah, dan customer engagement atas loyalitas nasabah. Perusahaan agar dapat memperhatikan faktor brand image, physical environment, dan customer engagement dalam kegiatan operasional dan pelayanannya, dikarenakan telah terbukti oleh penelitian yang telah dilakukan bahwa faktor-faktor tersebut menjadi kontribusi yang sangat berpengaruh dalam menciptakan dan meningkatkan loyalitas pelanggan.

Keywords

Brand Image; Physical Environment; Customer Engagement; Customer Loyalty; Loyalitas Nasabah

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