Anteseden bank marketing activity dan social media influencer terhadap customer well-being melalui bank image
Info Katalog
File Repositori
Nomor Panggil : 122012003004
Subyek : Marketing - Management;Customer satisfaction - Marketing
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Yolanda Masnita Siagian
Kata Kunci : bank marketing activity, social media influencer, customer well being, bank image.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TS_MMJ_122012003004_Halaman-Judul.pdf | ||
| 2. | 2022_TS_MMJ_122012003004_Lembar-Pengesahan.pdf | ||
| 3. | 2022_TS_MMJ_122012003004_Bab-1_Pendahuluan.pdf | 9 | |
| 4. | 2022_TS_MMJ_122012003004_Bab-2_Tinjauan-Pustaka.pdf | 10 |
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| 5. | 2022_TS_MMJ_122012003004_Bab-3_Metodologi-Penelitian.pdf | 11 |
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| 6. | 2022_TS_MMJ_122012003004_Bab-4_Analisis-dan-Pembahasan.pdf | 21 |
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| 7. | 2022_TS_MMJ_122012003004_Bab-5_Kesimpulan,-Implikasi-dan-Saran.pdf |
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| 8. | 2022_TS_MMJ_122012003004_Daftar-Pustaka.pdf | ||
| 9. | 2022_TS_MMJ_122012003004_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis Pengaruh Bank Marketing Activity danSocial Media Influencer Terhadap Customer Well-Being Oleh Bank Image. Metodepada penelitian ini adalah metode kuantitatif, menggunakan survey research padaseluruh pengguna media sosial yang mengikuti media sosial Bank BUMN sebagaiobyek penelitian. Pengumpulan data digunakan dengan cara menyebarkankuesioner. Sampel penelitian dipilih menggunakan purposive sampling sehinggadiperoleh 140 responden. Metode pengujian data yaitu uji instrument dengan ujivaliditas dan uji reliabilitas. Uji Validitas menggunakan SEM AMOS dan UjiReliabilitas menggunakan SPSS. Metode analisis data menggunakan StructuralEquation Modeling (SEM) dengan software AMOS. Hubungan secara langsungmenunjukkan bahwa hasil penelitian Bank Marketing Activity (BMA) berpengaruhterhadap Bank Image (BI), Social Media Influencer (SMI) berpengaruh terhadapBank Image (BI), Bank Image (BI) berpengaruh terhadap Customer Well-Being(CWB), Bank Image (BI) memediasi secara parsial dalam mempengaruhi BankMarketing Activities (BMA) terhadap Customer Well-being (CWB), serta BankImage (BI) memediasi secara parsial dalam mempengaruhi Social MediaInfluencers (SMI) terhadap Customer Well-being (CWB). Berdasarkan hasilpenelitian ini disarankan kepada penelitian selanjutnya untuk lebih mementingkanvariabel-variabel lain seperti Business to Business firm, Perceived Performance,Word of mouth, Aroused emotions dan Perceived value
T This study aims to analyze the influence of bank marketing activity and socialmedia influencers on customer well-being by bank image. The method in this studyis a quantitative method, using survey research on all social media users who followBUMN Bank social media as the object of research. Data collection is used bydistributing questionnaires. The research sample was selected using purposivesampling in order to obtain 140 respondents. The data testing method is instrumenttest with validity test and reliability test. Validity test using AMOS SEM andReliability Test using SPSS. The data analysis method used Structural EquationModeling (SEM) with AMOS software. The direct relationship shows that theresearch results of Bank Marketing Activity (BMA) have an effect on Bank Image(BI), Social Media Influencer (SMI) has an effect on Bank Image (BI), Bank Image(BI) has an effect on Customer Well-Being (CWB), Bank Image (BI) partiallymediates in influencing Bank Marketing Activities (BMA) on Customer Well-being(CWB), and Bank Image (BI) partially mediates in influencing Social MediaInfluencers (SMI) on Customer Well-being (CWB) . Based on the results of thisstudy, it is recommended that further research be more concerned with othervariables such as Business to Business firm, Perceived Performance, Word ofmouth, Aroused emotions and Perceived value.