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Luh Komang Candra Dewi
Universitas Triatma Mulya
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Journal : Journal of Social Science

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The Influence of Customer Relationship Marketing and Service Quality on Customer Satisfaction with Brand Image as a Mediating Variable Made Agus Adhy Putra; Luh Komang Candra Dewi
Journal of Social Science Vol. 4 No. 5 (2023): Journal of Social Science
Publisher : Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/jss.v4i5.711

Abstract

The banking sector plays a crucial role in a country's economy, with numerous banks in Indonesia providing consumers with various choices for their financial needs. This research aims to analyze: 1) the impact of customer relationship marketing on customer satisfaction, 2) service quality's influence on customer satisfaction mediated by brand image, 3) the link between customer relationship marketing and brand image, 4) the connection between service quality and brand image, 5) brand image's effect on customer satisfaction, 6) customer relationship marketing's indirect impact on customer satisfaction via brand image, and 7) service quality's indirect effect on customer satisfaction through brand image. This quantitative descriptive study involved 80 respondents and used SPSS 24 for analysis. The results revealed that: (1) Customer Relationship Marketing positively influences customer satisfaction, (2) service quality positively affects customer satisfaction through brand image mediation, (3) Customer Relationship Marketing has a positive impact on brand image, (4) service quality positively influences brand image, (5) brand image positively affects customer satisfaction, (6) Customer Relationship Marketing indirectly influences customer satisfaction through brand image mediation, and (7) service quality indirectly impacts customer satisfaction through brand image mediation. All variables in the study demonstrated a positive and significant influence, confirming their validity.
Co-Authors . Syamsulbahri Aat Ruchiat Nugraha Abdul, Elfis Mus Afan Suyanto, Mohamad Agus Nurofik Alimin, Erina Almeida, Antonio de Amrin Amrin Antari, Ni Luh Sili Ari Astana, I Made Ariana Sekardewi Arnold Sultantio Hutabarat Asnawati Asnawati Augusto da Conceição Augusto da Conceição Soares Ayunita Sindya Dewi Azlina, Yunidyawati Bahtiar Efendi Bahtiar Efendi Bahtiar Efendi Barick Ahmad Setiawan, Barick Ahmad Budiarto, Balla Wahyu Dadang Suhardi Debora Angelina Halawa Denny Trisna Ardana Desty Febrian, Wenny Dewiwati Sujadi Dian Ariani Diawati, Prety Djakasaputra, Arifin Donny Dharmawan Donny Dharmawan Dos Santos, Veonita Amena Ekasari, Silvia Elizabeth Elizabeth Yohanes Emma Budi Sulistiarini Erina Alimin Erna Erna, Erna Errie Margery Fajri, Muhammad Iqbal Filomena da Costa Firdaus Yuni Dharta Frans Sudirjo Frans Sudirjo Gusti Noorlitaria Achmad Halawa, Debora Angelina Harimurti Wulandjani Helmi Ali Hermiyetti Hery Erdi Hery Purnomo Hidayati, Heny I Gede Anindya Perdana Putra I Gede Putu Kawiana I Gede Putu Kawiana I Gede Putu Kawiana I Gede Putu Kawiana I Gusti Ngurah Khrisna Siwa Putra I Ketut Agus Darmawan I Ketut Mustika I Ketut Mustika I Ketut Wirawan I Made Suardika I Nengah Suardhika I Nengah Subadra I Nengah Suweca I Nengah Suweca I Putu Agus Suarsana Ariesta I Putu Ari Wijaya I Putu Bagus Suthanaya I Putu Gede Angga Sugiarsa I Wayan Gede Antok Setiawan Jodi I WAYAN TERIMAJAYA I Wayan Tisyadana Ibnu Habibi Fauzi Ida Bagus Raka Suardana Irawan, Putu James Adolf Paparang John E.H.J. Foeh Judijanto, Loso Junaedi, I Wayan Junaedi Karta, Luh Putuh Agustini Kespandiar, Tengku Kunto Atmojo L.K. Herindiyah Kartika Yuni Latif Latif Luh Kadek Budi Martini Made Agus Adhy Putra Made Agus Adhy Putra Made Agus Adhy Putra Mokhamad Arwani Mokhamad Arwani Muhammad Asir Musran Munizu Mustafa, Fahrina Muthi’atul Khasanah Ni Kadek Suryani Ni Luh Kardini Ni Made Hartini Ni Made Sri Cempaka Ni Putu Desy Natalia Noer Soetjipto NPMA Durya Nurul Hakiki Patrick Pascalino Suwandhi Putu Edi Ariawan Putu Hema Maharani Ratnawita Ratnawita Reinaldi Wiranata Rulyenzi Rasyid Saharjo, Sulistyoadi Joko Sani, Indra Santika, I Putu Sanzinha dos Santos Branca Saortua Marbun Saputra, Eka Kurnia SETIAWAN JODI, I WAYAN GEDE ANTOK SETYAWAN, I. G. N. Tomi Sherry Adelia Sidakarya, Nyoman Sili Antari Silvia Ekasari SILVIA EKASARI Soares, Augusto Sonny Santosa Sourtua Marbun Sourtua Marbun Marbun STEVANUS KAKOMORE Stevanus Kakomore Sugiarsa, I Putu Gede Angga Sujadi, Dewiwati Suryahadi (Suryahadi) Suwignyo Widagdo Syamsul Ph.D M.A. Hadi Syech Idrus Tanti Widia Nurdiani Uli Wildan Nuryanto Utami, Eva Yuniarti Vandini Putri Nurhabibah Wadzibah Nas Wayan Gede Supartha Yanti Setianti Yudithia, Yudithia Yuni, Herinidyah Kartika Yuniartoto, Wahyo Yusi Faizathul Octavia