PENGARUH CITRA PERUSAHAAN DAN KEPUASAN NASABAH TERHADAP KESETIAAN NASABAH: KEPERCAYAAN SEBAGAI VARIABEL MEDIASI
Fakultas Ekonomi dan Bisnis Universitas Tarumanagara
Indonesia
https://www.scopus.com/authid/detail.uri?authorId=56825995800
Universitas Tarumanagara
Indonesia
Abstract
Tujuan dari penelitian ini adalah untuk menguji secara empiris pengaruh langsung citra perusahaan dan kepuasan nasabah terhadap kesetiaan nasabah dan melalui kepercayaan secara tidak langsung. Pengambilan sampel dilakukan dengan metode non-probability sampling dengan teknik convenience sampling dari 163 nasabah bank di Jakarta. Hipotesis penelitian diuji dengan menggunakan PLS-SEM (Partial Least Squares-Structural Equation Modelling). Hasil penelitian ini menunjukkan bahwa citra perusahaan berpengaruh positif tetapi tidak signifikan terhadap kesetiaan nasabah dan kepuasan nasabah berpengaruh positif dan signifikan terhadap kesetiaan nasabah. Selanjutnya, kepercayaan berpengaruh positif dan signifikan terhadap kesetiaan nasabah. Lebih lanjut, citra perusahaan dan kepuasan nasabah berpengaruh positif dan signifikan terhadap kepercayaan. Terakhir, citra perusahaan dan kepuasan nasabah berpengaruh positif dan signifikan terhadap kesetiaan nasabah melalui kepercayaan.
Keywords
References
Adha, V.H., & Utami, W. (2021). The effect of brand experience, brand personality and brand trust on brand loyalty. Journal of Business and Management Review, 2(12), 861–871. doi.org:10.47153/jbmr212.2962021
Anwar, A., Gulzar, A., Sohail, F. B., & Akram, S. N. (2011). Impact of brand image, trust, and affect on consumer brand extension attitude: The mediating role of brand loyalty. International Journal of Economics and Management Sciences, 1(5), 73-79.
Apriani, R. (2017). Perlindungan hukum terhadap konsumen pengguna jasa perbankan di Indonesia. Jurnal Ilmiah Hukum De'Jure: Kajian Ilmiah Hukum, 2(2), 341-359. doi.org:10.35706/dejure.v2i2.1308
Armstrong, G. & Kotler, P. (2009). Marketing an introduction (9th ed). New Jersey: Pearson Education International.
Arshad, A. S., Rasli, A., Arshad, A. A., & Zain, Z. M. (2016). Transformational leadership style and business performance: An insight from techno-based SMEs in Malaysia. The European Proceeding of Social and Behavioural Sciences, The 3rd International Conference on Business and Economics, 34-42. doi.org:10.15405/epsbs.2016. 11.02.5
Balqiah, T. E., Yuliati, E., & Martdianty, F. (2021). Customer attribution toward corporate social responsibility: the importance of social justice in COVID-19 donation. Social Responsibility Journal, 18(6), 1172–1187. doi.org:10.1108/SRJ-12-2020-0494
Bryan, N. M., Keni, K., Negara, E. S., & Dharmawan, P. (2023). Pengaruh brand competence, brand trust, brand experience, dan e-wom terhadap brand loyalty dompet digital. Jurnal Muara Ilmu Ekonomi dan Bisnis, 7(1), 17-29. doi.org:10.24912/jmieb.v7i1.22067
Clemes, M. D., Gan, C., & Zhang, J. (2013). An empirical analysis of online shopping adoption in Beijing, China. Journal of Retailing and Consumer Services, 21(3), 364-375. doi.org:10.1016.j.jretconser. 2013. 08.003
Bozkurt, M. (2018). Corporate image, brand and reputation concepts and their importance for tourism establishments. International Journal of Contemporary Tourism Research, 2, 60–66. doi.org:10.30625/ijctr.461064
Budi, N. A., & Sutedjo, B. (2022). Pengaruh citra perusahaan, suasana toko dan kepuasan pelanggan terhadap loyalitas pelanggan (studi pada pelanggan aluna home spa Semarang). Jurnal Ekonomi & Ekonomi Syariah, 5(2), 2288–2298. doi.org:10.36778/jesya.v5i2.
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124–139. doi.org:10.1108/AJEMS-03-2013-0031
Fayumi, A. & Tjahjaningsih, E. (2015). Pengaruh citra perusahaan dan kepuasan terhadap kepercayaan dan dampaknya pada loyalitas (Studi pada klien asuransi Prudential Pru Vision kabupaten Pati). Prosiding Seminar Nasional Multi Disiplin Ilmu & Call for Papers Unisbank, 1-7.
Flavian, C., Guinaliu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43(1), 1-14. doi.org:10.1016/j.im.2005.01.002.
Foroudi, P., Melewar, T. C., & Gupta, S. (2014). Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting. Journal of Business Research, 67(11), 2269-2281. doi.org:10.1016/j.jbusres.2014.06.015.
Fraering, M. & Minor, M. (2013). Beyong loyalty: Customer satisfaction, loyalty, and fortitude. Journal of Services Marketing, 27(4), 334-344. doi.org:10.1108/08876041311330807.
Garson, G. D. (2016). Partial least squares: Regression and structural equation models. Asheboro, USA: Statistical Associates Publishers.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. doi.org:10.1108/EBR-11-2018-0203.
Hendy, S. & Keni. (2019). Pengaruh brand image, service quality, dan customer relationship managemen terhadap customer loyalty. Jurnal Manajemen Bisnis dan Kewirausahaan, 3(5), 56-61. dx.doi.org:10.24912/jmbk.v3i5.6082.
Hoq, M. Z., Amin, M. & Rumki, N.S. (2011). The effect of trust, customer satisfaction and image on customers' loyalty in Islamic banking sector. SSRN Electronic Journal, 17(1), 70-93. doi.org:10.2139/ssrn.1851427.
Kartanegara, H. W., & Keni, K. (2022). The effect of customer engagement, perceived value and customer satisfaction towards customer loyalty in the indonesian low-cost airlines industry. Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021), (pp. 43–50). doi.org:10.2991/assehr.k.220404.008.
Kartika, T., Firdaus, A., & Najib, M. (2019). Contrasting the drivers of customer loyalty; financing and depositor customer, single and dual customer, in Indonesian islamic bank. Journal of Islamic Marketing, 11(4), 933–959. doi.org:10.1108/JIMA-04-2017-0040
Kholis, N. (2018). Perbankan dalam era digital. Jurnal Ekonomi dan Manajemen, 12(1), 80–88. doi.org:10.47860/economicus.v12i1.149.
Kiseleva, E. M., Nekrasova, M. L., Mayorova, M. A., & Rudenko, M. N. (2016). The theory and practice of customer loyalty management and customer focus in the enterprise activity. International Review of Management and Marketing, 6(6), 95-103.
Kishada, Z. M. E. M. & Wahab, N. A. (2013). Factors Affecting Customer Loyalty in Islamic Banking: Evidence from Malaysian Banks. International Journal of Business and Social Science, 4(7), 264-273.
Kusuma, A. (2019). Analisis faktor-faktor yang berpengaruh terhadap keputusan pembelian secara online di website Tokopedia. Journal Competency of Business, 3(1), 65-79. doi.org:10.47200/jcob.v3i1.670.
Lee, S. P., & Moghavvemi, S. (2015). The dimension of service quality and its impact on customer satisfaction, trust, and loyalty: a case of Malaysian banks. Asian Journal of Business and Accounting, 8(2), 91–121.
Leong, V. S., Hj Ahady, D. M., & Muhamad, N. (2022). Corporate image as an enabler of customer retention. International Journal of Quality and Service Sciences, 14(3), 486–503. doi.org:10.1108/IJQSS-08-2021-0115
Levesque, T. & McDougall, G. H. G. (1996). Determinants of Customer Satisfaction in Retail Banking. International Journal of Bank Marketing, 14, 12-20. doi.org:10.1108/02652329610151340.
Lolo, P. J. (2020). Study the effects of corporate image, service quality and price perceptions on customer satisfaction and purchase loyalty (a survey on pertamina in South Sulawesi Province). European Journal of Business and Management Research, 5(2), 1–5. doi.org:10.24018/ejbmr.2020.5.2.243
Mansouri, H., Boroujerdi, S.S., & Husin, M.M. (2022). The influence of sellers’ ethical behaviour on customer’s loyalty, satisfaction and trust. Spanish Journal of Marketing - ESIC, 26(2), 267–283. doi.org:10.1108/SJME-09-2021-0176
Meliangan, S., Tommy, P., & Mekel, P. A. (2014). Analisis perbandingan kinerja keuangan antara bank BCA (persero) tbk dan bank cimb niaga (persero) tbk. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 2(3), 116–125. doi.org:10.35794/emba.2.3.2014.5350
Mosavi, S. A. & Ghaedi, M. (2012). Role of perceived value in explaining trust and repurchase intention in e-Shopping. African Journal of Business Management, 6(14), 4910-4920. doi.org:10.5897/AJBM11.2276
Natawijaya, S. A. & Keni. (2018). Pengaruh customer perceived value, service quality, dan physical environment terhadap kepuasan dan kesetiaan pelanggan. Jurnal Manajemen Bisnis dan Kewirausahaan, 2(2), 74-81. dx.doi.org:10.24912/jmbk.v2i2.4831
Ndubisi, N. O. (2007). Relationship quality antecedents: The Malaysian retail banking perspective. International Journal of Quality & Reliability Management, 24(8), 829-845. doi.org:10.1108/02656710710817117.
Özkan, P., Süer, S., Keser, İ. K., & Kocakoç, İ. D. (2020). The effect of service quality and customer satisfaction on customer loyalty: the mediation of perceived value of services, corporate image, and corporate reputation. In International Journal of Bank Marketing, 38 (2):384–405. doi.org:10.1108/IJBM-03-2019-0096.
Prasetio, W. & Keni. (2014). Pengaruh service quality, trust dan corporate image terhadap customer loyalty: Customer satisfaction sebagai variabel mediator. Prosiding Seminar Nasional Kewirausahaan dan Inovasi Bisnis IV.
Pratiwi, R. S., Salim, U., & Sunaryo, S. (2021). The effect of brand experience and perceived value on brand loyalty mediated by brand trust. Jurnal Aplikasi Manajemen, 19(2), 310–318. doi.org:10.21776/ub.jam.2021.019.02.07
Putra, T. W. & Keni. (2020.) Brand experience, perceived value, brand trust untuk memprediksi brand loyalty: Brand love sebagai variabel mediasi. Jurnal Muara Ilmu Ekonomi dan Bisnis, 4(1), 184-193. dx.doi.org:10.24912/jmieb.v4i1.7759
Purba, R. P. & Ibrahim, M. (2017). Pengaruh citra perusahaan terhadap loyalitas pelanggan (Studi Kasus PT. Bintang Utara Perwakilan Dolok Sanggul). Jurnal Online Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik, 4(1), 1-13.
Rather, R. A., Tehseen, S., & Parrey, S. H. (2018). Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity. Spanish Journal of Marketing - ESIC, 22(3), 319-337. doi.org:10.1108/SJME-06-2018-0030
Safitri, E., Rahayu, M., & Indrawati, N. K. (2016). Pengaruh kualitas pelayanan dan citra perusahaan terhadap kepuasan pelanggan dan loyalitas pelanggan service center (Studi pada pelanggan Samsung Service Center di Kota Malang. Jurnal Ekonomi Bisnis, 21(1), 90-104.
Schijns, J. M. C., Caniels, M., & Conte, J. L. (2016). The impact of perceived service quality on customer loyalty in sports club. International Journal of Sport Management, Recreation, & Tourism, 24, 42-75. doi.org:10.5199/ijsmart-1791-874X-24c
Setyo, P. E. (2017). Pengaruh kualitas produk dan harga terhadap kepuasan konsumen "Best Autoworks". Jurnal Performa: Jurnal Manajemen dan Start-Up Bisnis, 1(6), 755-764. doi.org:10.37715/jp.v1i6. 404
Sidharta, E. L. & Keni, K. (2015). Pengaruh service fairness, empathy dan physical environment terhadap customer satisfaction dan customer Loyalty. Jurnal Manajemen, 19(2), 263-279. doi.org:10.24912/jm.v19i2.122
Suprapto, R. & Wahyuddin, M. Z. (2020). Buku ajar manajemen pemasaran. Ponorogo: Myria Publisher.
Sutanto, F. & Keni, K. (2021). Pengaruh service quality, service convenience, dan perceived price and fairness terhadap loyalitas nasabah bank dengan kepuasan nasabah sebagai variabel mediasi. Jurnal Manajemen Bisnis dan Kewirausahaan, 5(2), 129-134. doi.org:10.24912/jmbk.v5i2.11180.
Veloutsou, C. (2015). Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships. Journal of Consumer Marketing, 32(6), 405-421. doi.org:10.1108/JCM-02-2014-0878.
Wardani, D. & Gustia, R. R. (2016). Analysis of brand experience, brand satisfaction and brand trust relationship to brand attachment. Jurnal Ilmu Manajemen & Ekonomika, 9(1), 59-72. dx.doi.org:10.35384/jime.v9i1.20.
Widiastuti, P. & Trianasari, T. (2020). Pengaruh corporate image dan kepuasan pelanggan terhadap loyalitas pelanggan di Hotel The Lovina Bali. Bisma: Jurnal Manajemen, 6(2), 225-233. doi.org:10.23887/bjm.v6i2.26721
Wilson, N., Keni, K., & Tan, P. H. (2019). The effect of website design quality and service quality toward repurchase intention in the e-commerce industry: a cross-continental analysis. Gadjah Mada International Journal of Business, 21(2), 187-222. doi.org:10.22146/gamaijb.33665
Wilson, N., Keni, K., & Tan, P. H. (2021). The role of perceived usefulness and perceived ease-of-use toward satisfaction and trust which influence computer consumers’ loyalty in China. Gadjah Mada International Journal of Business, 23(3): 262-294. doi.org/10.22146/gamaijb.32106
