Cahya, Nathanael (2023) PENGARUH BRAND TRUST, DAN SERVICE QUALITY TERHADAP CUSTOMER LOYALTY BANK BCA DI JAKARTA BARAT DIMEDIASI OLEH CUSTOMER SATISFACTION. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT UNIVERSITAS TARUMANAGARA FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) NATHANAEL CAHYA 115190307 (B) THE INFLUENCE OF BRAND TRUST AND SERVICE QUALITY ON BANK BCA WEST JAKARTA CUSTOMER LOYALTY IS MEDIATED BY CUSTOMER SATISFACTION (C) XVII + 96 Pages, 24 Tables, 3 Pictures, 3 Attachments (D) MARKETING MANAGEMENT (E) Abstract:This study aims to provide a deeper understanding of the relationship between Brand Trust, Service Quality, Customer Satisfaction, and Customer Loyalty in the context of the banking industry in Jakarta. The results of this study are expected to provide valuable insights for Bank BCA and the banking industry in general in developing more effective strategies to maintain and increase Customer Loyalty.This study uses purposive sampling techniques in selecting consumers as samples (respondents).In this study, researchers distributed an online questionnaire which was distributed through Google Form to all 100 West Jakarta Bank BCA customers. Data processing is carried out using SmartPLS software version 4.0.9.8. The results showed that Brand Trust and Service Quality have a positive and significant effect on Customer Loyalty, and Customer Satisfaction can mediate positively and significantly between Brand Trust and Service Quality on Customer Loyalty (F) Keywords: Brand Trust , Service Quality, Customer Satisfaction , and Customer Loyalty. (G) References 59 (1994-2023) (H) M. Tony Nawawi, Drs., M.M. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A)NATHANAEL CAHYA 115190307 (B)PENGARUH BRAND TRUST DAN SERVICE QUALITY TERHADAP CUSTOMER LOYALTY BANK BCA JAKARTA BARAT DIMEDIASI OLEH CUSTOMER SATISFACTION (C)XVII + 96 Halaman, 24 Tabel, 3 gambar , 3 lampiran (D)MANAJEMEN PEMASARAN (E)Abstrak : penelitian ini bertujuan untuk memberikan pemahaman yang lebih mendalam tentang hubungan antara Brand Trust, Service Quality,Customer Satisfaction, dan Customer Loyalty dalam konteks industri perbankan di Jakarta. Hasil dari penelitian ini diharapkan dapat memberikan wawasan yang berharga bagi Bank BCA dan industri perbankan secara umum dalam mengembangkan strategi yang lebih efektif untuk mempertahankan dan meningkatkan Customer Loyalty.Penelitian ini menggunakan teknik purposive sampling dalam pemilihan konsumen sebagai sampel (responden). Dalam penelitian ini, peneliti menyebarkan kuesioner secara online yang disebarkan melalui Google Form kepada seluruh Nasabah Bank BCA Jakarta Barat sebanyak 100 responden. Pengolahan data dilakukan dengan menggunakan software SmartPLS versi 4.0.9.8. Hasil penelitian menunjukkan bahwa Brand Trust dan Service Quality berpengaruh positif dan signifikan terhadap Customer Loyalty, serta Customer Satisfaction dapat memediasi secara positif dan signifikan antara Brand Trust dan Service Quality terhadap Customer Loyalty (F) Kata Kunci : Brand Trust, Service Quality, Customer Satisfaction, Customer Loyalty (G)Daftar Acuan 59 (1994-2023) (H)M. Tony Nawawi, Drs., M.M
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 30 Aug 2024 03:19 |
| Last Modified: | 30 Aug 2024 03:19 |
| URI: | http://repository.untar.ac.id/id/eprint/44047 |
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