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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi Jurnal Fokus Manajemen Bisnis
Salampessy, Andy Passyada
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Engineering Loyalty in the Digital Age: The Dual Impact of E-Service and Promotion in Banking Sukardi, Sukardi; Asakdiyah, Salamatun; Ismanto, Deny; Salampessy, Andy Passyada
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 11 No 2 (2024): December
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v11i2.47428

Abstract

This study examines how electronic service quality and promotional strategies influence customer satisfaction and loyalty in the Indonesian banking digital ecosystem. Moving beyond linear service models, it introduces a dual-pathway framework in which both functional (e-service) and persuasive (promotion) mechanisms shape satisfaction and loyalty concurrently. Based on a purposive sample of 173 Bank Rakyat Indonesia’s digital users, findings indicate that electronic services and promotions significantly enhance satisfaction, and all three constructs—e-service, promotion, and satisfaction—positively affect customer loyalty. These results reaffirm the satisfaction–loyalty nexus, while highlighting the role of digitally mediated trust and perceived value in sustaining customer commitment. For practitioners, the study urges banks—particularly those with extensive rural reach—to modernize service infrastructures while delivering clear, customer-centered promotions. In an era where customer patience is measured in seconds, loyalty is no longer given—it must be engineered.
The mediating role of customer loyalty on the effect of celebrity endorsement to impulse buying behavior Asakdiyah, Salamatun; Bonaga, Jason Keith; Maheswari, Uma; Prastowo, Indro; Salampessy, Andy Passyada
Jurnal Fokus Manajemen Bisnis Vol. 14 No. 1 (2024)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/fokus.v14i1.10228

Abstract

Consumer behavior in purchasing products can be influenced by various internal and external factors. Both these factors can encourage individuals to purchase a product suddenly or unplanned in advance. The factors that allegedly influence consumers’ impulse buying are celebrity endorsements and customer loyalty. This study analyzes the effect of celebrity endorsements on impulse buying behavior by mediating customer loyalty. This research used Lazada's e-commerce service in Yogyakarta with a total of 80 respondents. The data obtained were then processed using the Smart PLS application in the form of validity, reliability, and direct and indirect hypothesis tests. Based on the results of the data processing, it can be concluded that the four research hypotheses are accepted. Celebrity endorsements have been shown to have a positive effect on impulse buying behavior, celebrity endorsements have been shown to have a positive effect on customer loyalty, customer loyalty has a positive effect on impulse buying behavior, and customer loyalty has been shown to mediate celebrity endorsement relationships and impulse buying behavior.
Co-Authors Bonaga, Jason Keith Indro Prastowo Ismanto, Deny Salamatun Asakdiyah, Salamatun Sukardi Sukardi Uma Maheswari, Uma