Anteseden dan konsekuensi online brand experience
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022131119
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Luki Adiati Pratomo
Subyek : Customer brand engagement;Marketing management
Kata Kunci : online brand experience, brand satisfaction, brand loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2017_TA_MJ_022131119_Halaman-judul.pdf | ||
| 2. | 2017_TA_MJ_022131119_Bab-1.pdf | ||
| 3. | 2017_TA_MJ_022131119_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022131119_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022131119_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022131119_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022131119_Daftar-pustaka.pdf | ||
| 8. | 2017_TA_MJ_022131119_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh Customer-Brand Engagement, Online Brand Experience, Brand Satisfaction, terhadap BrandLoyalty pada aplikasi mobile banking di BCA, Bank Mandiri, BRI dan BNI.Penelitian ini menggunakan sumber data primer yang didapat secara langsung dari sumbernya dengan cara menyebarkan kuesioner dengan menggunakan teknikpurpose sampling. Sampel yang digunakan dalam penelitian ini berjumlah 266responden dengan kriteria nasabah industri perbankan yang telah menggunakanaplikasi mobile banking minimal 6 bulan. Metode penelitian yang digunakan adalahanalisis Structural Equation Model (SEM) uji kualitas data menggunakan ujivaliditas dan uji reabilitas. Hasil dari penelitian ini adalah (1) Customer-BrandEngagement berpengaruh positif terhadap Online Brand Experience, (2) OnlineBrand Experience berpengaruh positif terhadap Brand Satisfaction, (3) Online Brand Experience berpengaruh positif terhadap Brand Satisfaction, (4) Brand Satisfaction berpengaruh positif terhadap Brand Loyalty.. Saran yang dapat diajukan untuk peneliti selanjutnya yaitu penelitian ini sebaiknya tidak hanya membahas mobile banking tetapi sistem layanan perbankan yang berbasis online lainnya seperti internet banking atau SMS banking dan penelitian selanjutnya diharapkan menambah variabel seperti Brand Innovativeness dan Perceived Quality.
T he purpose of this study is to determine the influence of customer-brandengagement, online brand experience, and brand satisfaction to brand loyalty aapplications mobile banking in BCA, Bank Mandiri, BRI, and BNI. This study usedprimary data sources obtained directly by distributing questionnaires usingpurposive sampling techniques. It was 266 respondents with the criteria customer of banking industry BCA, Bank Mandiri, BRI and BNI who have been using mobilebanking applications for at least 6 months.The research method used is SEManalysis of data quality test using validity test and reliability test. The findings of thisstudy are: (1) Customer- Brand Engagement has a positive effect toward OnlineBrand Experience, (2) Online Brand Experience has a positive effect toward BrandSatisfaction, (3) Online Brand Experience has a positive effect toward BrandLoyalty, (4) Brand Satisfaction has a positive effect toward Brand Loyalty.Suggestions to be submitted for further research that this study should not onlydiscuss mobile banking but there is another system services from industry bankingbased online such as internet banking or SMS banking and further research isexpected to add variables such as Brand Innovativeness and Perceived Quality.
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