Pengembangan Model Analisis Faktor untuk Rekomendasi Peningkatan Customer Loyalty Perbankan menggunakan Structural Equation Modeling

Ahmadi, Maulana (2024) Pengembangan Model Analisis Faktor untuk Rekomendasi Peningkatan Customer Loyalty Perbankan menggunakan Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Konteks: Industri perbankan Indonesia penting dan berkembang pesat. Penelitian tentang
faktor-faktor yang memengaruhi loyalitas pelanggan, seperti Customer Experience, Customer
Satisfaction, Word of Mouth Intention, dan Brand Trust, menyoroti pentingnya Customer
Loyalty bagi kesuksesan bank jangka panjang. Pengalaman positif, kepuasan, serta rekomendasi
berperan kunci. Respons demografi penting dalam strategi pemasaran. Studi ini membantu
perbankan di Indonesia mempertahankan basis pelanggan dalam lingkungan bisnis yang
kompetitif.
Permasalahan: Dalam sektor perbankan Indonesia, kompleksitas hubungan Customer
Experience, Customer Satisfaction, Word of Mouth Intention, dan Brand Trust dengan
Customer Loyalty menimbulkan permasalahan penting. Perubahan perilaku dan teknologi
memperumit interaksi faktor-faktor ini. Faktor demografi pelanggan juga memengaruhi kunci
kunci tersebut, mempengaruhi loyalitas. Penelitian yang memperhitungkan demografi dan
hubungan variabel sangat penting untuk pandangan mendalam sektor perbankan di Indonesia.
Tujuan: Penelitian ini bertujuan mengembangkan model yang mengidentifikasi pengaruh
Persepsi Pelanggan dalam menghasilkan saran untuk meningkatkan Kesetiaan Pelanggan
dengan menggunakan Structural Equation Modeling di Industri Perbankan Indonesia.
Data dan Metode: Penelitian ini melibatkan studi literatur terkait dengan permasalahan yang
telah diidentifikasi sebelumnya. Pembuatan desain kuesioner dilakukan berdasarkan referensi
dari paper yang menjadi acuan. Kuesioner yang disusun akan divalidasi melalui sejumlah
responden sebelum disebarkan secara online kepada responden yang relevan. Metode analisis
yang dipakai adalah Structural Equation Modeling dengan variabel utama. Data yang terkumpul
dianalisis menggunakan PLS-SEM dengan Smart PLS untuk menguji variabel-variabel tersebut.
Hasil: Penelitian ini menemukan bahwa Customer Satisfaction, Word of Mouth Intention, dan
Brand Trust memberikan pengaruh positif yang signifikan pada Customer Loyalty
Nilai tambah/manfaat: Secara teori, hasil analisis variabel memberikan penciptaan
pengetahuan pada sektor perbankan dan memiliki potensi sebagai informasi berharga untuk
pengembangan penelitian masa depan. Hasil penelitian ini dapat menjadi landasan yang kuat
untuk studi lanjutan. Dari perspektif perusahaan, diharapkan hasil penelitian ini memberikan
wawasan penting bagi sektor perbankan di Indonesia, membantu mereka dalam merancang
strategi yang lebih baik untuk meningkatkan penciptaan pengetahuan dalam perusahaan mereka.

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Context: Indonesia's banking industry is important and growing rapidly. Research on factors
that influence customer loyalty, such as Customer Experience, Satisfaction, Word of Mouth,
and Brand Trust, highlights the importance of Customer Loyalty for long-term bank success.
Positive experiences, satisfaction and recommendations play a key role. Demographic response
is important in marketing strategy. This study helps banks in Indonesia maintain their customer
base in a competitive business environment.
Problem: In the Indonesian banking sector, the complexity of the relationship between
Customer Experience, Satisfaction, Word of Mouth, Brand Trust and Loyalty raises important
problems. Behavioral and technological changes complicate the interaction of these factors.
Customer demographic factors also influence these keys, influencing loyalty. Research that
takes into account demographics and variable relationships is essential for an in-depth view of
the banking sector in Indonesia.
Objective: This research aims to develop a model that identifies the influence of Customer
Perception in generating suggestions for increasing Customer Loyalty using Structural
Equation Modeling in the Indonesian Banking Industry.
Data and Methods: This research involves a study of literature related to previously identified
problems. The questionnaire design was made based on references from the reference paper.
The questionnaire prepared will be validated through a number of respondents before being
distributed online to relevant respondents. The analytical method used is Structural Equation
Modeling with the main variables. The collected data was analyzed using PLS-SEM with Smart
PLS to test these variables.
Results: This study found that Customer Satisfaction, Word of Mouth Intention, and Brand
Trust have a significant positive influence on Customer Loyalty.
Added value/benefits: This research has significant benefits. In theory, the results of the
analysis of variables influencing knowledge creation in the banking sector and have the
potential to be valuable information for future research development, providing a strong
foundation for further studies. From a company perspective, it is hoped that the results of this
research will provide important insights for the banking sector in Indonesia, helping them in
designing better strategies to increase knowledge creation within their companies.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Pengalaman Pelanggan, Kepuasan Pelanggan, Niat Berbicara, Loyalitas Pelanggan, Sektor Perbankan. Customer Experience, Customer Satisfaction, Word of Mouth Intention, Customer Loyalty, Banking Sector.
Subjects:	Q Science > QA Mathematics > QA278.3 Structural equation modeling.
Divisions:	Faculty of Information and Communication Technology > Information Systems > 57201-(S1) Undergraduate Thesis
Depositing User:	Maulana Ahmadi
Date Deposited:	01 Aug 2024 02:58
Last Modified:	01 Aug 2024 02:58
URI:	http://repository.its.ac.id/id/eprint/111696

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