Anteseden dari brand loyalty pada sektor perbankan di indonesia
P Penelitian ini bertujuan untuk menguji serta menganalisis peran advertising, direct marketing, public relations, dan sales promotion terhadap brand loyalty pada nasabah bank BCA di Indonesia. Sampel yang digunakan dalam penelitian ini berjumlah 208 responden. Responden dalam penelitian ini adalah individu yang merupakan nasabah dari bank BCA. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) Advertising tidak berpengaruh positif terhadap brand loyalty, (2) Direct Marketing berpengaruh positif terhadap brand loyalty, (3) Public Relations berpengaruh positif terhadap brand loyalty, dan (4) Sales Promotion berpengaruh positif terhadap brand loyalty. Implikasi manajerial dari penelitian ini adalah para manajer perusahaan bank BCA dapat meningkatkan kemenarikan iklan produk, bekerja keras membangun hubungan jangka panjang dengan nasabah, memperdulikan dan memperhatikan serta bertindak secara tepat mengenai komentar nasabah, menyediakan berbagai jenis promosi produk kepada nasabah, dan selalu memberikan edukasi dan pelatihan kepada para karyawan secara berkelanjutan dalam melayani nasabah.
T This research aims to examine and analyze the role of advertising, direct marketing, public relations and sales promotion on brand loyalty among BCA bank customers in Indonesia. The sample used in this research was 208 respondents. Respondents in this research are individuals who are customers of BCA bank. The sampling technique used was purposive sampling. Data were analyzed using the Structural Equation Model (SEM) method. The results of this research are: (1) Advertising has no positive effect on brand loyalty, (2) Direct Marketing has a positive effect on brand loyalty, (3) Public Relations has a positive effect on brand loyalty, and (4) Sales Promotion has a positive effect on brand loyalty. The managerial implications of this research are that BCA bank company managers can increase the attractiveness of product advertising, work hard to build long-term relationships with customers, care and pay attention and act appropriately regarding customer comments, provide various types of product promotions to customers, and always provide education and ongoing training for employees in serving customers.