Examining the interplay of brand satisfaction, trust, and loyalty among BSI mobile users: The mediating role of brand attachment
DOI:
https://doi.org/10.22437/ppd.v11i2.16759Keywords:
Brand attachment, Brand loyalty, Brand satisfaction, Brand trustAbstract
This study investigates the effects of brand satisfaction, trust, and loyalty among Bank Syariah Indonesia (BSI) mobile phone users. Additionally, it delineates the mediating role of brand attachment on a collective and individual scale. The study utilizes a sample drawn from diverse BSI customer bases across Indonesia. Data was gathered through structured questionnaires disseminated via WhatsApp, Facebook, and email, facilitated by Google Forms. The research adopted a quantitative methodology, incorporating statistical and hypothesis tests, with preliminary evaluations involving validity, reliability, and normality tests. Data analysis encompassed qualitative and quantitative methodologies, employing Structural Equation Modeling (SEM) for the quantitative segment. This pioneering research in Indonesia scrutinizes the interrelations between brand satisfaction, brand trust, and brand loyalty, specifically in the context of BSI mobile phone users, offering potential insights that might be pivotal for augmenting BSI's clientele. The findings demonstrate that the model's Goodness of Fit index meets the requisite criteria, illustrating the analytical competence of the model. Identifying service quality, marketing mix, and brand image as significant determinants influencing customer satisfaction is noteworthy. Furthermore, the research unveils that brand satisfaction, trust, and attachment are instrumental in shaping brand loyalty among BSI mobile users. Distinctively, brand satisfaction exerts an indirect influence on brand loyalty mediated by brand attachment, paralleled by a similar indirect influence of brand trust on brand loyalty through brand attachment. Incorporating brand attachment as a mediating variable in this study augments the comprehension of the interplay between these elements, yielding more substantial conclusions about their impact on brand loyalty.
Downloads
References
Arikunto, S. (2016). Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Ba, J., & Caruana, R. (2014). Do deep nets really need to be deep? In Ghahramani, Z., Welling, M., Cortes, C., Lawrence, N., & Weinberger, K.Q (Eds.), Advances in neural information processing systems (pp. 2654-2662). Curran Associates, Inc.
Belaïd, S., & Lacoeuilhe, J. (2015). Mesure de l’attitude à l’égard de la MDD: nouvelles perspectives. Revue française du marketing, (252), 41-54.
Blackstone, Elena Delgado and Jose Lius Manuera – Aleman. (2011). Brand Trust In Context of Consumer Loyalty. European Journal of Marketing. 35(11/12), 1238-1258.
BSI. (2021). Berita BSI Mobile. Available at: https://www.bankbsi.co.id/produk&layanan/digital-banking
CNBC Indonesia. (2021). Gegara Ini, Mobile Banking Bank Syariah Indonesia melesat 98%. Available at: www.cnbcindonesia.com/syariah
Derakhshanfar, R., & Hasanzadeh, M. (2016). The impact of customer experience and satisfaction on loyalty and word of mouth advertising in a Samen credit institution of Rasht. International journal of humanities and social sciences, 1, 1398-1406.
Firdaus, A.G. (2022). Agresif Akusisi Nasabah, Pengguna BSI Mobile Capai 4,07 Juta. Available at: https://finance.wartaekonomi.co.id/read11617/agresif-akusisi-nasabah-pengguna-bsi-mobile-capai-407-juta. Februari 2023
Fullerton, G. & Taylor, S. (2012). The Role of Commitment in Service Relationship. Ontario: School of Business Acadia University Published
Gustia, R. R. (2017). Analisis Pengaruh Brand Experience, Brand Satisfaction, Brand Trust Terhadap Brand Attachment (Studi Kasus Pada Brand BMW) [Unpublished Doctoral dissertation]. STIE Indonesia Banking School.
Hasugian, J. T. M. (2015). Pengaruh brand image dan brand trust Terhadap brand loyalty TELKOMSEL. Ejournal Ilmu Administrasi Bisnis, 3, 923-937.
Janwari, Y. (2012). Penerapan Prinsip Tadrij dalam Proses Regulasi Perbankan Syariah. Al-Manahij: Jurnal Kajian Hukum Islam, 6(2), 307-318.
Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing management: an Asian perspective. Pearson.
Melasari, C., Suroso, A., & Banani, A. (2018). Pengaruh Kepercayaan, Kegunaan, Kemudahan, Privacy Risk, Time Risk, dan Financial Risk terhadap Minat Penggunaan Mobile Banking. Performance, 25(1), 11 - 23
Mikulincer, M. , Shaver, P. R. (2012). Attachment Bond in Romantic Relationship. Available at: http://portal.idc.ac.il/en/symposium/hspsp/2012/documents/cshavermikulincer12.pdf
Pramono, R. A. (2014). Pengaruh Brand Awareness, Perceived Quality Dan Brand Image Terhadap Brand Satisfaction Dan Brand Loyalty Pada Jasa Biro Perjalanan Antar Kota Di Kota Malang. Jurnal Aplikasi Manajemen, 11(3), 354-364.
Putri, N. A., Arifin, Z., & Wilopo, W. (2016). Pengaruh Citra Merek, Kepercayaan Merek, Dan Switching Barrier Terhadap Kepuasan Pelanggan Dan Dampaknya Pada Loyalitas Pelanggan (Survei Pada Mahasiswa S1 Jurusan Ilmu Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Tahun 2014/2015 [Unpublished Doctoral dissertation]. Universitas Brawijaya.
Rahmadhani, S., Nofirda, F. A., & Sulistyandari, S. (2022). The Effect Of Product Quality, Brand Image And Brand Trust On Brand Loyalty With Customer Satisfaction As A Mediating Variable (Study On Brand Apple)]. DeReMa (Development Research of Management): Jurnal Manajemen, 17(2), 205-222.
Ramadhania, Z. K., Pujiastutib, E. E., & Utomoc, H. J. N. (2019). Pengaruh Brand Experience Dan Brand Trust Terhadap Brand Attachment Serta Brand Loyalty. Jurnal Administrasi Bisnis (Jabis), 17(1), 45-57
Rangkuti, F. (2015) Analisis SWOT. Jakarta : PT Gramedia Pustaka Utama.
Rizan, M., Saidani, B., & Sari, Y. (2012). Pengaruh brand image dan brand trust terhadap brand loyalty teh botol sosro survei konsumen teh botol sosro di food court itc cempaka mas, jakarta timur. JRMSI-Jurnal Riset Manajemen Sains Indonesia, 3(1), 1-17.
Rozi, F., & Ziyad, M. (2019). Pengaruh Kepercayaan, Persepsi Kegunaan, Persepsi Kemudahan Dan Persepsi Kenyamanan Terhadap Minat Menggunakan Layanan Mobile Banking Bank BTN. Jurnal Sains Manajemen Dan Kewirausahaan, 3(2), 92–102.
Rudzewicz, A., & Strychalska-Rudzewicz, A. (2021). The influence of brand trust on consumer loyalty. European Research Studies Journal, XXIV(S3), 454-470
Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer Behavior. Global Edition. Pearson Higher Education, London, 12(2), 113-120.
Sevilla, C. (2013). Pengantar Metode Penelitian. Jakarta: Universitas Indonesia
Sugiyono, 2013. Metode Penelitian Pendidikan (Pendekatan Kualitatif dan Kuantitatif dan R&D). Penerbit CV Alfabeta Bandung.
Thomson, M., MacInnis, D.J. and Park, C.W. (2010). The ties that bind: measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology. 15(1), 77-91.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Dahmiri Dahmiri
This work is licensed under a Creative Commons Attribution 4.0 International License.
