ANALISA PENGARUH LAYANAN DIGITAL BANKING TERHADAP CUSTOMER REPURCHASE INTENTION YANG DIMEDIASI OLEH CUSTOMER LOYALTY DALAMERAMARKETING5.0 (Studi Kasus pada BNI Kantor Cabang Tangerang)

P, SABARTUANI MARGARET (2024) ANALISA PENGARUH LAYANAN DIGITAL BANKING TERHADAP CUSTOMER REPURCHASE INTENTION YANG DIMEDIASI OLEH CUSTOMER LOYALTY DALAMERAMARKETING5.0 (Studi Kasus pada BNI Kantor Cabang Tangerang). S2 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 01 Cover.pdf Download (408kB) | Preview
	Text (BAB I) 02 Bab 1.pdf Restricted to Registered users only Download (288kB)
	Text (BAB II) 03 Bab 2.pdf Restricted to Registered users only Download (404kB)
	Text (BAB III) 04 Bab 3.pdf Restricted to Registered users only Download (250kB)
	Text (BAB IV) 05 Bab 4.pdf Restricted to Registered users only Download (405kB)
	Text (BAB V) 06 Bab 5.pdf Restricted to Registered users only Download (187kB)
	Text (DAFTAR PUSTAKA) 07 Daftar Pustaka.pdf Restricted to Registered users only Download (201kB)
	Text (LAMPIRAN) 08 Lampiran.pdf Restricted to Registered users only Download (534kB)

Abstract

The application of Marketing 5.0 in banking industry supports the concept Digital Banking involving an approach that is more humanity and personality. Theconcept digital services banking expected to improve customer loyalty andcustomer repurchase intention of services banks. This research aims to determinethe influence of Digital Banking services, Marketing 5.0 and customer knowledgetoward customer repurchase intention mediated by customer loyalty in customer Bank Negara Indonesia Tangerang branch. The sampling method used nonprobability sampling technique, involving 200 respondents. Data analysis usedSmartPLS version 4.0. The research results show that: Digital Banking servicesdon’t have significant effect on customer loyalty but have positive and significant effect on customer repurchase intention; Marketing 5.0 and customer knowledgehave significant positive effect on customer loyalty but do not have a significant positive effect on customer repurchase intention; Customer loyalty has asignificant positive effect on customer repurchase intention. And then, customer loyalty only can be mediating effect of customer knowledge on customer repurchase intention of banking services. Keywords: Customer knowledge, Repurchase intention, Loyalty, Digital Bankingservices, and Marketing 5.0 Penerapan Marketing 5.0 dalam industri perbankan sangat mendukung konsepDigital Banking yang melibatkan pendekatan yang lebih manusiawai dan personal. Sehingga konsep layanan Digital Banking diharapkan dapat meningkatkanloyalitas dan minat nasabah dalam menggunakan kembali layanan suatu bank. Penelitian ini bertujuan untuk mengetahui pengaruh Layanan Digital Banking, Marketing 5.0 dan pengetahuan nasabah terhadap minat menggunakan kembali layanan perbankan yang dimediasi oleh loyalitas nasabah Bank Negara Indonesia(BNI) cabang Tangerang. Metode pengambilan sampel menggunakan tekniknonprobability sampling dengan melibatkan 200 responden. Analisis datamenggunakan SmartPLS versi 4.0. Hasil penelitian menunjukkan bahwa: LayananDigital Banking tidak berpengaruh signifikan terhadap loyalitas nasabah tetapi berpengaruh positif dan signifikan terhadap minat menggunakan kembali layananbank; Marketing 5.0 dan pengetahuan nasabah berpengaruh positif signifikanterhadap loyalitas nasabah namun tidak signifikan terhadap minat menggunakankembali layanan bank; Loyalitas nasabah berpengaruh positif signifikan terhadapminat menggunakan kembali layanan bank; Loyalitas nasabah terbukti danmampu memediasi pengaruh pengetahuan nasabah positif signifikan terhadapminat menggunakan kembali layanan bank. Kata Kunci: Layanan digital, Loyalitas nasabah, Marketing, Minat menggunakankembali dan Pengetahuan nasabah.

Actions (login required)

View Item