Nabawi, Achmad (2021) Pengaruh Partisipasi Pelanggan terhadap Loyalitas Merek dengan Mediasi Kepuasan Merek pada Nasabah Mobile Banking BRI di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
Brand loyalty can help companies including banks for the long term in a competitive global environment. Therefore, the researcher wants to analyze the effect of customer participation on brand loyalty which is mediated by brand satisfaction. This study aims to determine whether customer participation mediated by brand satisfaction can increase brand loyalty. The population used in this study is BRI mobile banking users in Surabaya. The sample in this study were BRI mobile banking users in Surabaya who used it more than three times in the last three months. Based on the purposive sampling method, 142 total samples were obtained, while the statistical analysis tool used in this research was WarpPLS 7.0 software. As a result, customer participation has a positive and significant effect on brand loyalty, customer participation has a positive and significant effect on brand satisfaction, brand satisfaction has a positive and significant effect on brand loyalty and brand satisfaction is positively and significantly able to mediate customer participation and brand loyalty. Keywords: Customer Participation, Brand Satisfaction, Brand Loyalty
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | ACHMAD NABAWI |
| Date Deposited: | 10 Nov 2021 04:28 |
| Last Modified: | 10 Nov 2021 04:28 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8420 |
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