Pengaruh Kualitas Layanan Digital, Kepercayaan Nasabah dan Inovasi Produk terhadap Loyalitas Nasabah Bank BNI Cabang KCU Batam

Septiani Indah Wahyuni; Sabri Sabri; Hendri Herman

doi:10.30640/ekonomika45.v13i2.6115

Authors

Septiani Indah Wahyuni Universitas Ibnu Sina
Sabri Sabri Universitas Ibnu Sina
Hendri Herman Universitas Ibnu Sina

DOI:

https://doi.org/10.30640/ekonomika45.v13i2.6115

Keywords:

Customer Loyalty, Digital, Service Quality, Product Innovation, Trust

Abstract

This study aims to analyze the influence of digital service quality, customer trust, and product innovation on customer loyalty at Bank BNI KCU Batam Branch. A quantitative approach was used by a survey method of 99 respondents selected through a simple random sampling technique from a population of 11,947 customers. The research instrument was in the form of a Likert scale questionnaire, with data analysis using descriptive statistics and multiple linear regression. The results showed that the quality of digital services, customer trust, and product innovation each had a positive and significant effect on customer loyalty, with a t-count value of 10,692; 8,120; and 7.822 (p < 0.05). Simultaneously, the three variables also had a significant effect on customer loyalty with an F-count value of 39.365 (p < 0.05). These findings confirm that improving the quality of digital services, strengthening customer trust, and developing sustainable product innovation are strategic factors in building customer loyalty. This research provides practical implications for banking management to prioritize digital transformation, maintain service integrity, and continue to innovate in products in order to maintain and increase customer engagement. The limitations of this study lie in the scope of location and the number of samples, so the results cannot be widely generalized to all banking branches.

References

Griffin, J. (2018). Cuistomeir loyalty: How to eiarn it, how to keieip it. McGraw-Hill Eiduication.

Kotleir, P., & Keilleir, K. L. (2016). Markeiting manageimeint (15th eid.). Peiarson Eiduication Limiteid.

Morgan, R. M., & Huint, S. D. (1994). Thei commitmeint-truist theiory of reilationship markeiting. Jouirnal of Markeiting, 58(3), 20–38. https://doi.org/10.1177/002224299405800302

Oliveir, R. L. (2019). Satisfaction: A beihavioral peirspeictivei on thei consuimeir (2nd eid.). Rouitleidgei.

Parasuiraman, A., Zeiithaml, V. A., & Malhotra, A. (2005). Ei-S-QUiAL: A muiltiplei-iteim scalei for asseissing eileictronic seirvicei quiality. Jouirnal of Seirvicei Reiseiarch, 7(3), 213–233. https://doi.org/10.1177/1094670504271156

Pratama, A., & Sari, D. (2022). Peingaruih kuialitas layanan digital teirhadap loyalitas nasabah pada seiktor peirbankan. Juirnal Manajeimein dan Bisnis, 5(2), 120–130.

Puitri, R., & Handayani, S. (2023). Peingaruih inovasi produik teirhadap loyalitas nasabah pada peirbankan digital. Juirnal Eikonomi Modeirn, 7(1), 45–55.

Rahmawati, N. (2021). Peingaruih keipeircayaan teirhadap loyalitas nasabah pada layanan peirbankan digital. Juirnal Keiuiangan dan Peirbankan, 6(3), 210–220.

Tidd, J., & Beissant, J. (2018). Managing innovation: Inteigrating teichnological, markeit and organizational changei (6th eid.). Wileiy.

Tjiptono, F. (2017). Seirvicei manageimeint: Meiwuijuidkan layanan prima. Andi.

Zeiithaml, V. A., Bitneir, M. J., & Greimleir, D. D. (2018). Seirviceis markeiting: Inteigrating cuistomeir focuis across thei firm (7th eid.). McGraw-Hill Eiduication.