PENGARUH DIGITAL MARKETING, E-CHANNEL, DAN BRAND IMAGE TERHADAP KEPUASAN NASABAH PT. BANK NEGARA INDONESIA CABANG RAWAMANGUN PADA SAAT PANDEMI COVID-19

Meilani, Ega (2023) PENGARUH DIGITAL MARKETING, E-CHANNEL, DAN BRAND IMAGE TERHADAP KEPUASAN NASABAH PT. BANK NEGARA INDONESIA CABANG RAWAMANGUN PADA SAAT PANDEMI COVID-19. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

This study aims to examine the effect of Digital Marketing, E-Channel, and Brand Image On Customer Satisfaction of PT. Bank Negara Indonesia Rawamangun Branch during the COVID-19 pandemic. This study uses an casual research strategy with a quantitative approach. The population in this study consists of PT. Bank Negara Indonesia Rawamangun Branch totaling 200 consists, the method used for sampling is non-probability sampling technique with purposive sampling technique and the number of samples used in this study were 200 respondents. The data used in this study are primary data. Data collection techniques using questionnaires methods. The data analysis method used is descriptive analysis and inferential analysis using Partial Least Square (PLS) analysis through SmartPLS 3.2.9 software which includes testing the outer model, inner model, and hypothesis testing. The results partially prove that the variables of Digital Marketing, E-Channel and Brand Image have a positive and significant effect on Customer Statisfaction PT. Bank Negara Indonesia Rawamangun Branch during the COVID-19 pandemic. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Digital Marketing, E-Channel, dan Brand Image terhadap Kepuasan Nasabah PT. Bank Negara Indonesia Cabang Rawamangun Pada Saat Pandemi COVID-19. Penelitian ini menggunakan strategi penelitian kausal dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah nasabah PT. Bank Negara Indonesia Cabang Rawamangun yang berjumlah 200 nasabah, Metode yang digunakan untuk pengambilan sampel ialah Teknik non-probability sampling dengan Teknik purposive sampling dan jumlah sampel yang digunakan dalam penelitian ini sebanyak 200 responden. Data yang digunakan dalam penelitian ini berupa data primer. Teknik pengumpulan data menggunakan metode kuesioner. Metode analisis data yang digunakan adalah analisis deskriptif dan analisis inferensial dengan menggunakan analisis Partial Least Square (PLS) melalui software SmartPLS 3.2.9 yang meliputi uji outer model, inner model, dan uji hipotesis. Hasil penelitian membuktikan secara parsial bahwa variabel Digital marketing, E-Channel, dan Brand Image berpengaruh positif dan signifikan terhadap Kepuasan Nasabah PT. Bank Negara Indonesia Cabang Rawamangun.

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Effendi, Syahrul NIDN0313048803 syahrul.effendi@stei.ac.id
Uncontrolled Keywords:	Digital Marketing, E-Channel, Brand Image, Kepuasan Nasabah
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	EGA MEILANI
Date Deposited:	08 Sep 2023 02:20
Last Modified:	08 Sep 2023 02:20
URI:	http://repository.stei.ac.id/id/eprint/10821

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