Rahmawati, Devi (2024) Pengaruh Layanan Digital Banking Dan Digital Marketing Terhadap Loyalitas Nasabah Melalui Kepuasan Nasabah Sebagai Intervening Pada Bank Jatim Cabang Utama Surabaya. Masters thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The purpose of this research to analyze the influence of digital banking and digital marketing to customers through loyalty as intervening customer satisfaction.This study used the descriptive quantitative.This study was conducted at the pt pt bank pembangunan daerah east java, main branch surabaya state, the population of the research is customers savings pt bank pembangunan daerah east java persero tbk main branch surabaya some 92.762, using slovin formula, 398 for respondents. he results of this study show that 1) Digital banking has a significant impact on the customer's satisfaction variables, 2) Digital marketing has a significant impact on the customer's satisfaction variables, 3) Digital banking has a significant impact on the customer's loyalty variables, 4) Digital marketing has a significant impact on the variables of the customer's loyalty, 5) The customer's satisfaction has a significant effect on the customer's loyalty variables, 6) Digital banking has an indirect effect on customers' loyalty through customer satisfaction as intervening variables, 7) Digital marketing is indirect to customer loyalty through customer satisfaction as intervening variable.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 659 - ADVERTISING & PUBLIC RELATIONS |
| Divisions: | Magister of Management |
| Depositing User: | Magang Magang |
| Date Deposited: | 08 Aug 2024 07:10 |
| Last Modified: | 08 Aug 2024 07:10 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12744 |
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