Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal Action Research Literate (ARL) KENDALI: Economics and Social Humanities
Muhammad Dharma Tuah Nasution
Universitas Pembangunan Panca Budi
Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
The Role of Brand Attachment and Brand Trust on Customer Retention with Brand Loyalty as Mediating Variable: Evidence from Bank BJB Medan Branch Muhammad Maulana Ishaq; Muhammad Dharma Tuah Nasution; Slamet Widodo
Action Research Literate Vol. 10 No. 5 (2026): Action Research Literate
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/arl.v10i5.3093

Abstract

The increasing competition in the banking industry has encouraged financial institutions to strengthen customer relationships in order to maintain long-term customer retention. In this context, brand attachment and brand trust are considered important determinants in shaping brand loyalty and customer retention. This study aims to examine the role of brand attachment and brand trust on customer retention with brand loyalty as a mediating variable at Bank BJB Medan Branch. The research employed a quantitative approach using a cross-sectional survey design. Data were collected from 154 active customers selected through purposive sampling. The analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0 software. The findings reveal that brand trust has a strong and significant effect on brand loyalty, while brand attachment has a weaker but still significant influence on loyalty. Furthermore, brand loyalty significantly affects customer retention. The mediation analysis indicates that brand loyalty successfully mediates the relationship between brand trust and customer retention, whereas the mediating effect between brand attachment and customer retention is not significant. The results demonstrate that trust plays a more dominant role than emotional attachment in maintaining customer relationships within the banking sector. In conclusion, Bank BJB should prioritize trust-building strategies through transparency, service reliability, and customer-oriented communication to strengthen loyalty and improve long-term customer retention.
PRODUCT ASSORTMENT DAN PRODUCT RETURN POLICY SEBAGAI DETERMINAN KEPUASAN DAN LOYALITAS RESELLER UMKM SNACK LOKAL PADA UD. KREASI LUTVI Rapika Sari; Anita br Sinembela; Aksa Cahyadi; Dinda Khalisyah; Muhammad Dharma Tuah Nasution
KENDALI: Economics and Social Humanities Vol. 4 No. 1 (2025): KENDALI: Economics and Social Sciences Humanities, Juli 2025
Publisher : ASIAN PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58738/kendali.v4i1.755

Abstract

Penelitian ini bertujuan untuk menganalisis fungsi variasi produk dan kebijakan pengembalian produk sebagai faktor penentu kepuasan serta loyalitas reseller di UD. Kreasi Lutvi, sebuah UMKM yang memproduksi keripik singkong dengan berbagai rasa di Medan, Sumatera Utara. Metode yang digunakan dalam penelitian ini adalah pendekatan kualitatif deskriptif dengan studi kasus, di mana data diperoleh melalui wawancara mendalam, observasi lapangan, dan dokumentasi yang dilakukan terhadap pemilik bisnis, staf, dan reseller aktif. Hasil dari penelitian ini menunjukkan bahwa keragaman produk, baik dari aspek rasa maupun kemasan, meningkatkan fleksibilitas dan daya saing di pasar, yang pada gilirannya meningkatkan kepuasan para reseller. Di sisi lain, kebijakan pengembalian yang cepat dan transparan menciptakan rasa aman serta kepercayaan, yang mempengaruhi loyalitas jangka panjang. Temuan ini mendukung teori hubungan pemasaran yang menyatakan bahwa kepuasan dan loyalitas bisa dikembangkan melalui sinergi antara kualitas produk dan layanan purna jual. Oleh karena itu, variasi produk dan kebijakan pengembalian menjadi strategi yang krusial dalam menjaga hubungan mitra usaha di segmen UMKM makanan ringan lokal.
Co-Authors Aksa Cahyadi Anita br Sinembela Dinda Khalisyah Muhammad Maulana Ishaq Rapika Sari Slamet Widodo