KESETIAAN NASABAH TERHADAP BANK UMUM SWASTA PADA ERA PERKEMBANGAN PESAT BANK DIGITAL DAN FINANCE TECHNOLOGY
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Abstract
Dalam berapa tahun terakhir, sektor perbankan menghadapi tantangan yang besar dari disrupsi financial technology yang dapat menggantikan fungsi umum bank, yaitu untuk menabung, bertransaksi, dan berinvestasi, sehingga meningkatkan kecenderungan nasabah untuk mengurangi ataupun berhenti menggunakan layanan bank. Oleh sebab itu, loyalitas pelanggan terhadap bank dapat berperan penting dalam rangka mempertahankan stabilitas usaha bank, sehingga penelitian ini bertujuan untuk menyelidiki kesetiaan nasabah berdasarkan CSR, pengalaman, citra perusahaan, kepuasaan, dan kepercayaan nasabah. Metodologi yang diterapkan dalam studi ini adalah pendekatan kuantitatif, pengumpulan data dengan google form yang dilakukan dalam satu waktu. Sampel sebanyak 202 orang yang menjadi responden dalam penelitian ini dengan kriteria sebagai nasabah aktif salah satu bank swasta di Jakarta Barat yang telah melakukan transaksi pada tiga bulan. Pengolahan data dalam penelitian ini menggunakan SmartPLS versi 4.1.1.2. Berdasarkan hasil pengolahan data, CSR memiliki dampak positif dan signifikan terhadap citra perusahaan, tetapi CSR tidak memengaruhi kepercayaan pelanggan dan loyalitas pelanggan secara signifikan. Pengalaman pelanggan memiliki dampak positif dan signifikan terhadap kepercayaan pelanggan, tetapi tidak berpengaruh signifikan terhadap loyalitas pelanggan. Citra perusahaan dan kepuasan pelanggan memiliki dampak positif dan signifikan terhadap kepercayaan pelanggan dan loyalitas pelanggan. Kepercayaan pelanggan memiliki dampak positif dan signifikan terhadap loyalitas pelanggan. Kepercayaan pelanggan tidak memediasi dampak CSR, pengalaman pelanggan, dan citra perusahaan terhadap terhadap loyalitas pelanggan, tetapi kepercayaan pelanggan memediasi dampak kepuasan pelanggan terhadap loyalitas pelanggan secara signifikan.
In the recent years, the banking sector has faced great challenges from financial technology that can be a substitute for bank’s primary functions, which are for saving, transaction, and investment, thereby increasing customer’s tendency to reduce or stop using bank’s services. Therefore, customer loyalty can play a great role in maintaining bank’s stability, thereby this research aims to investigate the factors of customer loyalty based on CSR, experience, corporate image, satisfaction, and customer trust. The methodology applied in this study is a quantitative approach using a data collection instrument with Google Forms conducted at one time. A sample of 202 individuals served as respondents in this study, with the criteria as active customers of a private bank in West Jakarta who have made transactions in the past three months. The data processing in this research uses SmartPLS version 4.1.1.2. Based on the data analysis, CSR has a positive and significant impact on company image, but CSR does not affect customer trust and customer loyalty significantly. Customer experience has a positive and significant impact on customer trust, but it does not affect customer loyalty significantly. Company’s image and customer satisfaction have a positive and significant impact on customer trust and customer loyalty. Customer trust has a positive and significant impact on customer loyalty. Trust does not mediate the effect of CSR, customer experience, and company’s image on customer loyalty, but customer trust mediates the effect of customer satisfaction on customer loyalty significantly.
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