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The Influence of Social Media Marketing, Brand Image, And Mobile Banking Services On Customer Loyalty At Bank Rakyat Indonesia (BRI) In Kendal = The Influence of Social Media Marketing, Brand Image, And Mobile Banking Services On Customer Loyalty At Bank Rakyat Indonesia (BRI) In Kendal

Sabila Aunur Rahma - Nama Orang; Jati Handayani - Nama Orang; MOH MUSLIKH - Nama Orang;

ABSTRACT
This research aims at analyzing the significance of the influence of social media marketing, brand image, and mobile banking services on customer loyalty at PT Bank Rakyat Indonesia in Kendal, both simultaneously and partially.
The population in this research were Kendal’s citizens who were savings customers at PT Bank Rakyat Indonesia, using purposive sampling technique obtained a sample of 107 respondents. This research is a quantitative research applied causality, with data collection methods using a questionnaire. The analysis method used is the Multiple Linear Regression Analysis method, while the data analysis technique uses the F Statistical Test, the t Statistical Test, and the Coefficient of Determination (R2), which is processed with the SPSS 22 program.
The results based on the - F test show that social media marketing, brand image, and mobile banking services together have a significant effect on customer loyalty. Furthermore, the results of the t-test show that social media marketing, brand image, and mobile banking services partially have a positive and significant effect on customer loyalty. The contribution of social media marketing, brand image, and mobile banking services to Bank Rakyat Indonesia customer loyalty is 68.6%, while the rest is influenced by other variables not discussed in this research.

Keywords : Customer Loyalty, Social Media Marketing, Brand Image, and Mobile Banking Services


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Informasi Detail
Judul Seri
-
No. Panggil
KP 028 2023
Penerbit
Semarang : Politeknik Negeri Semarang., 2023
Deskripsi Fisik
xvi, 76 hal.; ilus, 30 cm
Bahasa
English
ISBN/ISSN
-
Klasifikasi
NONE
Tipe Isi
text
Tipe Media
computer
Tipe Pembawa
online resource
Edisi
-
Subjek
BRAND IMAGE
CUSTOMER LOYALITY
social media marketing
MOBILE BANKING SERVICES
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Sabila Aunur Rahma
Versi lain/terkait

Tidak tersedia versi lain

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