Anteseden dari purchase intention pada nasabah bank umum persero

DETAIL KOLEKSI

Anteseden dari purchase intention pada nasabah bank umum persero

Oleh : Miftahul Jannah

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2025

Pembimbing 1 : Sri Vandayuli Riorini

Pembimbing 2 : Mahasiswa

Kata Kunci : digital marketing, consumer engagement, consumer trust, purchase intention, state-owned banks

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2025_SK_SMJ_022002105001_Halaman-Judul.pdf
2.	2025_SK_SMJ_022002105001_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2025_SK_SMJ_022002105001_Surat-Hasil-Similaritas.pdf	1
4.	2025_SK_SMJ_022002105001_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2025_SK_SMJ_022002105001_Lembar-Pengesahan.pdf	4
6.	2025_SK_SMJ_022002105001_Pernyataan-Orisinalitas.pdf	1
7.	2025_SK_SMJ_022002105001_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2025_SK_SMJ_022002105001_Bab-1.pdf
9.	2025_SK_SMJ_022002105001_Bab-2.pdf
10.	2025_SK_SMJ_022002105001_Bab-3.pdf
11.	2025_SK_SMJ_022002105001_Bab-4.pdf
12.	2025_SK_SMJ_022002105001_Bab-5.pdf
13.	2025_SK_SMJ_022002105001_Daftar-Pustaka.pdf
14.	2025_SK_SMJ_022002105001_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh Digital Marketing terhadap Purchase Intention nasabah Bank Umum Persero, dengan melibatkan Consumer Engagement sebagai mediator dan Consumer Trust sebagai moderator. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner daring yang diisi oleh 207 responden. Data dianalisis menggunakan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa Digital Marketing memiliki pengaruh positif yang signifikan terhadap Consumer Engagement dan Purchase Intention. Selain itu, Consumer Engagement memediasi pengaruh Digital Marketing terhadap Purchase Intention. Consumer Trust ditemukan memoderasi hubungan antara Digital Marketing dan Consumer Engagement, sehingga memperkuat dampak Digital Marketing terhadap Purchase Intention. Penelitian ini memberikan kontribusi teoretis terhadap literatur Digital Marketing dan implikasi praktis bagi manajemen bank dalam mengoptimalkan strategi pemasaran berbasis digital untuk meningkatkan loyalitas dan kepercayaan konsumen.

T This study aims to analyze the impact of digital marketing on purchase intention among customers of state-owned banks, involving consumer engagement as a mediator and consumer trust as a moderator. A quantitative approach was employed, with data collected through an online questionnaire completed by 207 respondents. Data were analyzed using Structural Equation Modeling (SEM). The results indicate that digital marketing significantly positively influences consumer engagement and purchase intention. Moreover, consumer engagement mediates the relationship between digital marketing and purchase intention. Consumer trust was found to moderate the relationship between digital marketing and consumer engagement, thereby enhancing the impact of digital marketing on purchase intention. This research contributes theoretically to the digital marketing literature and provides practical implications for bank management to optimize digital marketing strategies to enhance customer loyalty and trust.