Peran Inovasi Layanan E-Loyalty dalam Pemanfaatan Cash Management BNI Melalui E-Satisfaction di PT Bank Negara Indonesia (Persero) Tbk Kantor Cabang Medan

Mufida Sari; Endang Sulistya  Rini; Syafrizal Helmi  Situmorang

doi:10.62207/5ya32t51

Authors

Mufida Sari Universitas Sumatera Utara, Medan, Indonesia Author
Endang Sulistya Rini Universitas Sumatera Utara, Medan, Indonesia Author
Syafrizal Helmi Situmorang Universitas Sumatera Utara, Medan, Indonesia Author

DOI:

https://doi.org/10.62207/5ya32t51

Keywords:

Inovasi Layanan, e-Satisfaction, e-Loyalty, Cash Management, BNI, PLS-SEM

Abstract

Penelitian ini bertujuan untuk menyelidiki hubungan antara inovasi layanan dan e-loyalty melalui e-satisfaction pada pengguna Cash Management BNI di sebuah kantor cabang di Medan. Dengan mengidentifikasi faktor-faktor yang mempengaruhi e-loyalty, diharapkan BNI dapat merancang strategi inovasi yang efektif untuk meningkatkan kepuasan dan loyalitas pelanggan. Penelitian ini menggunakan desain penelitian asosiatif, dengan metode analisis Partial Least Squares Structural Equation Modeling (PLS-SEM). Populasi penelitian ini adalah seluruh nasabah korporasi pengguna Cash Management BNI di kantor cabang Medan. Pengambilan sampel dilakukan dengan metode nonprobability sampling menggunakan teknik sensus sampling. Data dikumpulkan melalui penyebaran kuesioner yang ditujukan kepada nasabah korporasi pengguna Cash Management BNI. Temuan penelitian menunjukkan bahwa sebagian besar varians dalam e-satisfaction dijelaskan oleh inovasi layanan, dan sebagian besar varians dalam e-loyalty dijelaskan oleh inovasi layanan dan e-satisfaction. Efek total menunjukkan bahwa inovasi layanan memiliki dampak signifikan baik secara langsung maupun tidak langsung terhadap e-loyalty melalui e-satisfaction.

References

Al-Okaily, M. (2023). The influence of e-satisfaction on users'e-loyalty toward e-wallet payment apps: a mediated-moderated model. International Journal of Emerging Markets.

Ampadu, S., Jiang, Y., Gyamfi, S. A., Debrah, E., & Amankwa, E. (2023). Perceived value of recommended product and consumer e-loyalty: an expectation confirmation perspective. Young Consumers, 24(6), 742-766.

Fleming, N. (2017). The Customer Loyalty Loop. The Career Press Inc.

Griffin, J., (2016), Customer Loyalty, Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Alih Bahasa Dwi Kartini Yahya. Jakarta: Erlangga.

Gupta, A., & Pandey, S. (2022). Should we engage variety seeking customers?. Journal of Asia Business Studies, 16 (6), 885-903.

Hair, et al, (2017). Multivariate Data Analysis, New International Edition. New Jersey: Pearson. Kotler, P. & Keller, Kevin L. (2017). Marketing Management, 15th Edition. New Jersey: Pearson

Pretice Hall, Inc.

Kowalska, M. (2021). Modeling e-loyalty of Polish young consumers: comparing the impact of selected online communication tools in 2016 and 2021. Procedia Computer Science, 192, 3380-3390.

Kristensson, P. Magnusson, P. And Wittel, L (2018). Service Innovation for Sustainable Business: Stimulating Realizing and Capturing The Value From Service Innovation. Karlstad Universitas, Sweden: World Scientific.

Kumar, A., Sikdar, P., Gupta, M., Singh, P., & Sinha, N. (2023). Drivers of satisfaction and usage continuance in e-grocery retailing: a collaborative design supported perspective. Journal of Research in Interactive Marketing, 17(2), 176-194.

Larivière, B., & Smit, E. G. (2022). People–planet–profits for a sustainable world: Integrating the triple-P idea in the marketing strategy, implementation and evaluation of service firms. Journal of Service Management, 33(4/5), 507-519.

Malhotra, N. K., Birks, D. F., & Wills, P. (2017). Marketing Research: An Applied Approach (5th ed.). Pearson.

Ngo, N. D. K., Tansuchat, R., Cu, P. V., Mau, T. N., Kohda, Y., & Huynh, V. N. (2023). A Customer- driven Evaluation Method for Service Innovation in Banking. IEEE Access

Prabowo, A., Lubis, A. N., & Sembiring, B. K. F. (2021). The Effect of Promotion and Servicescape on Impulsive Buying Behavior with Shopping Emotion as Intervening Variables for Consumers Store of Fashion H&M in Sun Plaza Medan, North Sumatera, Indonesia. International Journal of Research and Review, 8( 2), 235-252.

Prabowo, A., Wahyuni, E. S., Bakti, S., Sari, P. B., & Rossanty, Y. (2022). Does Raising Environmental Awareness and Creating Pro-Environmental Attitudes Drive the Intention to Revisit Among Visitors?. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(3).

Purchase, S., & Volery, T. (2020). Marketing innovation: a systematic review. Journal of Marketing Management, 36 (9-10), 763-793.

Rini, E. S., Absah, Y., Sembiring, B. K. F., & Nasution, M. D. T. P. (2021). Intention to revisit tourist destinations in Indonesia. Innovative Marketing, 17(4), 37.

Situmorang, S. H. (2017). Riset Pemasaran. Medan: USU Press.

Situmorang, S. H. (2022). The Challenges of FinTech Inclusion and Digitization of SMEs in Indonesia. In FinTech Development for Financial Inclusiveness (pp. 118-134). IGI Global.

Sugiyono. (2017). Metode Penelitian Bisnis Pendekatan Kuantitatif, Kualitatif, Kombinasi dan R&D. Bandung: ALFABETA.

Vargo, S. L., Wieland, H., & O'Brien, M. (2023). Service-dominant logic as a unifying theoretical framework for the re-institutionalization of the marketing discipline. Journal of Business Research, 164, 113965.

Witell, L., Snyder, H., Gustafsson, A., Fombelle, P., & Kristensson, P. (2016). Defining service innovation: A review and synthesis. Journal of Business Research, 69(8), 2863-2872.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm. McGraw-Hill.