ANALISISI PERAN MEDIASI KEPUASAN NASABAH PADA HUBUNGAN DIGITAL MARKETING DAN BRAND LOYALTY PADA BANK JATENG CABANG WONOSOBO

Penggunaan teknologi dalam dunia pemasaran telah memberi banyak manfaat positf terhadap tingkat penjualan dan pemasaran produk perusahaan. Kemajuan teknologi menjadikan digitalisasi marketing menjadi solusi pemasaran di era sekarang. Selanjutnya, penelitian ini bertujuan untuk menganalisa implementasi dari penerapan digital marketing yang dilakukan oleh perusahaan untuk mengukur sejauh mana digital marketing dapat meningkatkan kepuasan nasabah sebuah lembaga keuangan dan berdampak terhadap brand loyalty dari perusahaan tersebut. Untuk penelitian ini dilakukan terhadap lembaga keuangan Bank Jateng Cabang Wonosobo dimana dilakukan pengambilan kuesioner berdasarkan dari sampel yang telah ditentukan yaitu nasabah pengguna produk dari Bank Jateng. Metode yang digunakan adalah survey deskriptif dengan metode analisis menggunakan Structural Equation Model (SEM) PLS. Hasil yang diperoleh menunjukkan bahwa implementasi digital marketing pada Bank Jateng Cabang Wonosobo melalui social media marketing, internet banking dan email marketing memberi dampak positif terhadap peningkatan kepuasan nasabah Bank Jateng Cabang Wonosobo dan digital marketing mampu memberi dampak positif terhadap brand loyalty. Dalam penelitian ini juga dapat disimpulkan bahwa secara tidak langsung kepuasan nasabah mampu memediasi hubungan antara digital marketing terhadap brand loyalty Bank Jateng Cabang Wonosobo.

Impact of Pandemic Communication on Brand-specific Outcomes: Testing the Moderating Role of Brand Attitude and Product Category

The unprecedented crisis due to the COVID-19 pandemic has resulted in a shift in consumers’ attitude, behaviour and purchasing habits across the globe. While brands make all the efforts to cope up, they also need to devise strategies to survive in the post-crisis situation. It is in the light of this disturbed equilibrium that the present study is undertaken. Using structural equation modeling (SEM)-based analysis of 240 consumer responses, the article analyses the direct influence of pandemic communication and the indirect impact of brand attitude and product category on three specific brand outcomes, viz. image, trust and loyalty. The findings reveal a positive and significant impact of communication during pandemic on all three brand outcomes under investigation. Further, though the results do not divulge the moderating role of brand attitude, they establish the impact of pandemic communication on brand loyalty for non-essential product category. On the basis of the findings, the study yields useful suggestions that can be implemented by brands to hold themselves more strongly in the post-pandemic future.

The Analysis Effect of Brand Identity and Brand Image toward Brand Satisfaction and Brand Loyalty of Chocolate Product in Samarinda

This study aims to analyze the effect of brand identity and brand image on brand satisfaction and brand loyalty of silverqueen chocolate products in Samarinda City. A quantitative approach using path analysis processed with IBM SPSS 23 software and Structural Equation Modeling (SEM) with IBM AMOS 5 software. A total of 132 respondents who had consumed Silverqueen chocolate in Samarinda were the samples in this study. The measurement scale uses a Likert scale with a score of 1 - 5. In the beginning, validity and reliability tests are carried out on the research instrument, then estimation tests and structural model fit tests are conducted. The results showed that brand identity and brand image had a significant effect on brand satisfaction and had no significant effect on brand loyalty. Likewise, brand satisfaction has no significant effect on brand loyalty. The results of this study state that brand variables that affect brand satisfaction will not automatically encourage brand loyalty.

The impact of social media marketing on brand loyalty: The case of digital products in Vietnam

This study aims at researching and analysing the effects of social media marketing on brand loyalty of customers. The data were collected through surveys of 230 customers of digital products in Ho Chi Minh City, Vietnam. The research results show 05 elements of social media marketing have positive impact on customers’s brand loyalty. Five factors include: (1) offers advantageous campaigns of digital brands; (2) offers relevant content to consumer’s concern; (3) brand contents are frequently updated; (4) offers popular contents shared between friends and (5) appears on various devices and offers applications on social media. Based on research results, this study also proposes a number of implications for management at enterprises.

The Effects of Task Service Fit on Brand Loyalty

Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding of the extent to which task-service fit associated with branded apps influences brand attitudes. The primary research objective is to determine how perceptions of task-service fit associated with branded apps enhances branded app experience and to explore brand co-creation and ultimately brand loyalty. Using data from 573 branded app users we were able to identify the following relationships: Perceptions of task-service fit and o-creation were found to influence brand loyalty. Also, task-service fit and randed app experience influenced co-creation. Finally, results also confirm that branded app experience and brand co-creation are mediators of the relationship between task-service fit and brand loyalty.