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All Journal Utsaha: Journal of Entrepreneurship
Wahyuni, Dr. Sri
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Economics, Econometrics & Finance

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The Effect of Brand Image and Omni Channel Marketing on Customer Satisfaction and Customer Loyalty in Digital Saving Opening of Bank BRI Natalina, Kristina; Wahyuni, Dr. Sri
UTSAHA: Journal of Entrepreneurship Vol. 1 Issue 4 (2022)
Publisher : jfpublisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56943/joe.v1i4.192

Abstract

This research was conducted to determine descriptively and empirically the effect of brand image and omni channel marketing on customer satisfaction and customer loyalty in digital saving opening of Bank BRI. The population in this research is Bank BRI customers who have at least used a BRI Bank account for 5 years. Methods of data collection using the survey method. Data analysis used SPSS version 22 and SEM (Structural Equation Model) from the statistical package LISREL 8.7 to process and analyze the research data. The results of the descriptive test explained that the brand image and omni channel marketing provided were good based on customers satisfaction. Therefore, the customers were satisfied and tended to be loyal in digital saving opening of Bank BRI. The results of hypothesis testing indicate that: (1) brand image affects customer satisfaction positively and significantly; (2) omni channel marketing affects customer satisfaction positively and significantly; (3) brand image affects customer loyalty positively and significantly; (4) omni channel marketing affects customer loyalty positively and significantly; (5) customer satisfaction affects customer loyalty positively and significantly; (6) brand image and omni channel marketing affect customer loyalty through customer satisfaction as a mediating variable; and (7) Customer Satisfaction Has Positive Effect on Customer Loyalty
THE EFFECT OF BRAND IMAGE AND QUALITY SERVICE ON SAVING DECISIONS WITH COMPETITIVE ADVANTAGE AS AN INTERVENING VARIABLE AT BANK DKI MAYOR BRANCH, EAST JAKARTA Matondang, Friska Novelina; Wahyuni, Dr. Sri
UTSAHA: Journal of Entrepreneurship Vol. 2 Issue 2 (2023)
Publisher : jfpublisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56943/joe.v2i2.287

Abstract

Nowadays, business competition is getting more stringent, therefore a competitive strategy is needed that companies must have to survive in this business competition, especially banks in an effort to increase the number of customers. Therefore, this research was conducted to analyze the effect of brand image and quality service on saving decisions with competitive advantage as an intervening variable at Bank DKI Mayor Branch, East Jakarta. The population in this research is customers who open accounts at Bank DKI Mayor Branch, East Jakarta. The data collection method uses a survey method by filling out a questionnaire. Data analysis using the SEM (Structural Equation Modeling) software application with the AMOS program. The results of this research obtained the following results: (1) brand image has a positive and significant effect on purchasing decisions; (2) brand image has a positive and significant effect on competitive advantage; (3) service quality has a positive and significant effect on purchasing decisions; (4) service quality has a positive and significant effect on competitive advantage; and (5) purchasing decisions have a positive and significant effect on competitive advantage.
THE EFFECT OF QUALITY SERVICE AND EMOTIONAL PROXIMITY ON CUSTOMER LOYALTY AND SATISFACTION AS AN INTERVENING VARIABLE AT PT PNM CIREBON BRANCH Roshadianto, Toto Ryan; Wahyuni, Dr. Sri
UTSAHA: Journal of Entrepreneurship Vol. 2 Issue 2 (2023)
Publisher : jfpublisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56943/joe.v2i2.311

Abstract

Banks are one of the financial institutions engaged in services that can provide the 'excellent service' to compete with increasing competition. Therefore, to maintain and increase its customers, banks need to maintain a positive image within the community. Maintaining this image can be achieved through product quality, quality service, and security order. This research aims to determine the effect of quality service and emotional proximity on customer loyalty and customer satisfaction as an intervening variable at PT PNM Cirebon Branch. This research used descriptive quantitative approach with Structural Equation Modeling (SEM) using AMOS 26 program. Sobel test was conducted to determine the effect of mediation or intervening. The unit of analysis used is all customers of PT PNM Cirebon Branch who have topped up at least twice. The sample consisted of 150 respondents who filled out the questionnaire online. This research is expected to prove that quality service and emotional proximity have a positive and significant effect on customer satisfaction and loyalty.
Co-Authors Matondang, Friska Novelina Natalina, Kristina Roshadianto, Toto Ryan