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All Journal JURNAL MANAJEMEN Management Studies and Entrepreneurship Journal (MSEJ)
Dewi Sinta Puspitasari
Universitas Negeri Malang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh E-Marketing dan Customer relationship management terhadap Loyalitas Melalui Perceived Value pada Nasabah Pengguna Internet Banking Bank BCA Dewi Sinta Puspitasari; Ita Prihatining Wilujeng; Ely Siswanto
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 3 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i3.7675

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh E-Marketing dan Customer relationship management (CRM) terhadap loyalitas nasabah pengguna internet banking Bank BCA dengan Perceived Value sebagai variabel mediasi pada pengguna layanan Internet Banking Bank BCA.Perkembangan teknologi informasi telah mendorong industri perbankan untuk beradaptasi menggunakan layanan digital, salah satunya Internet Banking. Bank Central Asia (BCA) merupakan salah satu dengan skala besar di Indonesia yang sudah mengadopsi atau memanfaatkan E-Marketing dan Customer relationship management (CRM) untuk mempermudah menjangkau nasabahnya. Metode penelitian yang digunakanmerupakan metode kuantitatif dengan pendekatan survei terhadap 100 responden yang merupakan pengguna aktif layanan Internet Banking BCA. Analisis menggunakan aplikasi SMART PLS. Hasil penelitian menunjukkan bahwa E-Marketing berpengaruh signifikan terhadap loyalitas nasabah. Namun customer relationship management tidak berpengaruh terhadap loyalitas konsumen.Temuan ini menegaskan pentingnya strategi digital dan manajemen hubungan pelanggan dalam membangun loyalitas di era perbankan digital.
The influence of word of mouth and green marketing on purchase intention with brand image as a mediating variable Dewi Sinta Puspitasari; Arief Noviarakhman Zagladib
JPIM (Jurnal Penelitian Ilmu Manajemen) Vol. 9 No. 3 (2024): JPIM (Jurnal Penelitian Ilmu Manajemen)
Publisher : Universitas Islam Lamongan

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Abstract

This study aims to examine the impact of Word of Mouth and Green Marketing on Purchase Intention, with Brand Image serving as a mediating variable. The research focuses on Generation Z (aged 20-24 years) in Malang City, specifically users of Lee Minerale bottled water. The research is explanatory in nature, seeking to clarify the causal relationships among various variables. The population for this study includes 64,130 individuals within the specified age group in Malang City, based on BPS data from 2023. The sample was selected using nonprobability sampling with a purposive sampling technique. The study employs a quantitative approach, with data collected through questionnaires and measured using a Likert scale. Hypothesis testing was conducted using the t-test to determine whether the independent variables significantly influence the dependent variable. The findings indicate that all variables have an impact, though Green Marketing does not significantly affect Purchase Intention.
Co-Authors Arief Noviarakhman Zagladib Ely Siswanto Ita Prihatining Wilujeng