PENGARUH ELECTRONIC SERVICE QUALITY PADA LAYANAN BCA MOBILE DAN BRAND IMAGE TERHADAP CUSTOMER SATISFACTION BCA DI JAKARTA


Elsya Rianti Budiman, R. Elly Mirati

Abstract


Penelitian ini bertujuan untuk mengetahui hubungan pengaruh Electronic Service Quality pada layanan BCA Mobile dan Brand Image terhadap Custormer Satisfaction. Penelitian ini menggunakan data primer yang diperoleh dengan membagikan kuesioner kepada 100 responden yang merupakan customer BCA di Jakarta dan menggunakan BCA Mobile dengan menggunakan teknik non-probability purposive sampling. Teknik analisis data yang digunakan adalah analisis linear berganda dengan alat bantu analisis SPSS 26. Hasil penelitian menunjukkan bahwa variabel electronic service quality dan variabel brand image berpengaruh positif terhadap customer satisfaction. Variabel electronic service quality berpengaruh positif terhadap customer satisfaction, serta variabel brand image berpengaruh positif terhadap customer satisfaction. Hasil penelitian ini diharapkan dapat memberikan kontribusi terhadap Bank khususnya bank BCA agar dapat mempertahankan serta meningkatkan pelayanan yang bagi para nasabahnya.

Kata-Kata kunci: Citra Merek; Kepuasan Nasabah; dan Kualitas Pelayanan Elektronik


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