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p-Index From 2020 - 2025
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All Journal Journal of Management and Digital Business
Syahwiati, Aisya Sukma
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Keterlibatan Gen-Z pada Merek m-BCA: Analisis Pengaruh Pengalaman Merek terhadap Kepuasan dan Loyalitas Merek Syahwiati, Aisya Sukma; Sihotang, Ellen Theresia
Journal of Management and Digital Business Vol. 4 No. 3 (2024): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v4i3.1184

Abstract

Gen-Z has intensive access to internet technology, which has made it the market share of financial digital services, including banks. The Top Brand Index (TBI) 2024 survey states that m-BCA is included in the first top brand category. Referring to the survey results, this study aims to measure the engagement of gen-Z in the m-BCA brand on brand experience and its influence on the satisfaction and loyalty of the m-BCA brand. The sample used was 200 gen-Z who live in Surabaya and Sidoarjo with judgment sampling technique. The data analysis method used is SEM-PLS. Gen-Z engagement in the m-BCa brand positively and significantly affects the brand experience. The positive experience of Gen-Z has a significant effect on brand satisfaction and loyalty. Gen-Z satisfaction with the m-BCA brand has a positive and significant effect on brand loyalty. The generation's engagement significantly influences Gen-Z's experience with the m-BCa brand and its loyalty.
Co-Authors Sihotang, Ellen Theresia