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All Journal Cendekia: Jurnal Ilmu Sosial, Bahasa dan Pendidikan Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Laily Fauziah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Analisis Kepuasan dan Loyalitas Nasabah Pengguna Bpd Bali Mobile Menggunakan Metode End User Computing Satisfaction pada Bank BPD Bali Cabang Pembantu Nusa Dua Ni Ketut Sundari Utami; Ida Bagus Sanjaya; Laily Fauziah
CENDEKIA: Jurnal Ilmu Sosial, Bahasa dan Pendidikan Vol. 6 No. 3 (2026): Agustus: CENDEKIA: Jurnal Ilmu Sosial, Bahasa dan Pendidikan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/cendekia.v6i3.9908

Abstract

The rapid growth of digital banking services has encouraged banks to continuously improve the quality of mobile banking applications to enhance customer satisfaction and foster long-term loyalty. This study aims to examine the influence of End User Computing Satisfaction (EUCS) on customer satisfaction and loyalty among users of the BPD Bali Mobile application at Bank BPD Bali Nusa Dua Sub-Branch, as well as to investigate the effect of customer satisfaction on customer loyalty. A quantitative research approach was employed using a simple random sampling technique involving 96 active BPD Bali Mobile users. Data were analyzed using path analysis, with EUCS measured through five dimensions: content, accuracy, format, ease of use, and timeliness. The findings indicate that respondents perceived EUCS (3.72), customer satisfaction (3.68), and customer loyalty (3.86) to be at a good level. Hypothesis testing revealed that EUCS has a positive and significant effect on customer satisfaction (β = 0.113; p < 0.001) and customer loyalty (β = 0.083; p < 0.001). Furthermore, customer satisfaction also exerts a positive and significant effect on customer loyalty (β = 0.190; p = 0.020). These findings suggest that improving the quality of the BPD Bali Mobile application to better meet users' needs enhances customer satisfaction, which subsequently strengthens customer loyalty. Therefore, Bank BPD Bali should continue optimizing its digital banking services, particularly in terms of system stability and ease of use, to improve user experience and sustain long-term customer loyalty.
Strategi Digital Marketing dalam Meningkatkan Minat Kunjungan Wisatawan pada Kawasan Wisata Pura Uluwatu Ni Putu Widya Anggreni; Made Ayu Jayanti Prita Utami; Laily Fauziah
Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Vol. 5 No. 3 (2026): Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jempper.v5i3.7761

Abstract

This study aims to analyze the digital marketing strategy implemented by the Management Board of the Uluwatu Temple Tourism Area in increasing tourists' visit intention, identify the obstacles encountered during its implementation, and examine the optimization efforts undertaken to improve marketing effectiveness. This research employed a descriptive qualitative approach. Data were collected through interviews, observations, documentation, and literature review involving seven purposively selected informants consisting of management staff and tourists. Data analysis was conducted through data reduction, data presentation, conclusion drawing, and triangulation to ensure data validity. The findings indicate that digital marketing has been implemented through Instagram, TikTok, and Facebook by promoting tourist attractions, cultural performances, and destination information. Based on the AIDA model, the strategy has succeeded in attracting tourists' attention and generating interest. However, its implementation has not yet been fully optimized due to inconsistent content uploads, limited audience engagement, and inadequate human resources. To address these issues, the management has developed several optimization efforts, including establishing a content calendar, improving content quality, increasing interaction with followers, enhancing staff competencies, and maximizing social media features. These strategies are expected to strengthen digital promotion and contribute to sustainable growth in tourists' visit intention. The results of this study provide practical recommendations for tourism destination managers in developing more effective digital marketing strategies.
Co-Authors Ida Bagus Sanjaya Made Ayu Jayanti Prita Utami Ni Ketut Sundari Utami Ni Putu Widya Anggreni