TA DIGITAL
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
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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