The Influence Of Brand Image, Promotion And Trust On Customer Loyalty At Bank BSI Nagoya Batam Branch
Article Sidebar
Published:
Aug 15, 2022
Keywords:
brand image, promotion, trust, customer loyalty
Section
Computer Science
Statistics Article
Article View : 4895 Times
Main Article Content
Abstract
Financial services certainly require good cooperation between banks and customers. The purpose of this study is to determine the influence of brand image, promotion and trust on customer loyalty. The population of this study is customers of Bank BSI Nagoya Batam Branch which amounts to 780 people. The sample consisted of 89 respondents, which were taken by the random sampling method. Data analysis used multiple regression and hypothesis testing and used SPSS version 23. The results of this study concluded that brand image variables have a significant effect on customer loyalty, promotion variables on customer loyalty, and trust variables on customer loyalty. Variables of brand image, promotion and trust simultaneously have a significant effect on customer loyalty
Downloads
Download data is not yet available.
Article Details
How to Cite
Rohmad, Yandra Rivaldo, Shandrya Victor Kamanda and Edi Yusman (2022) “The Influence Of Brand Image, Promotion And Trust On Customer Loyalty At Bank BSI Nagoya Batam Branch”, Jurnal Mantik, 6(2), pp. 2385-2392. doi: 10.35335/mantik.v6i2.2810.
References
[1] R. A. I. L. Nasib, Keuangan & Perbankan. Bandung: CV. Sadari, 2019.
[2] Kasmir, Dasar-Dasar Perbankan Edisi Revisi. Jakarta: Rajawali Press, 2014.
[3] D. A. Yani, “Analisis Faktor-Faktor yang Mempengaruhi Minat Warga dalam Menabung pada Bank Syariah di Kelurahan Sumberrejo Sejahtera Kecamatan Kemiling Kota Bandar Lampung,” Finansia, vol. 3, no. 1, pp. 43–48, 2020.
[4] J. W. S. B. B. Parubak, “Pengaruh Persepsi Kegunaan, Persepsi Keuntungan, Persepsi Keamanan Terhadap Minat Nasabah Bni Menggunakan Mobile Banking,” J. Ilmu Manaj. Univ. Tadulako, vol. 6, no. 1, pp. 88–96, 2020.
[5] F. A. Ratno, “Pengaruh Kualitas Layanan dan Penanganan Keluhan terhadap Loyalitas Nasabah dengan Kepuasan sebagai Variabel Intervening (Studi Kasus BPRS Suriyah Cabang Salatiga),” J. BAABU AL-ILMI Ekon. dan Perbank. Syariah, vol. 5, no. 2, pp. 142–152, 2020.
[6] R. Z. H. T. A. D. Ramdansyah, “Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Loyalitas Nasabah dengan Kepuasan Nasabah sebagai Variabel Intervening,” J. Manaj. dan Bisnis, vol. Desember, no. 12, pp. 1–24, 2020.
[7] A. F. Bagus Widiapraja; Haryono, “Faktor-faktor yang Mempengaruhi Minat Nasabah untuk Menabung pada Bank BRI Syariah di Jombang,” Bharanomics, vol. 1, no. 2, pp. 43–50, 2021.
[8] S. A. U. B. P. F. Hanum, “Implementasi Metode Pembayaran Cash On Delivery Melalui Kepuasan Konsumen Pada Aplikasi Tik Tok,” J. Educ. Lang. Res., vol. 1, no. 12, pp. 2193–2206, 2022.
[9] P. K. K. L. Keller, Manajemen Pemasaran Edisi 12. Jakarta: Erlangga, 2016.
[10] I. L. N. Nirmalasari, “Determinant of Customer Relation Management Towards Minimarket Customers in Medan City,” J. Bus. Manag., vol. 21, no. 10, pp. 45–52, 2019.
[11] N. R. A. I. Lestari, Dasar Pemasaran. Yogyakarta: Deepublish, 2019.
[12] N. S. Z. R. Daulay, “Memaksimumkan Brand Loyalty , Brand Trust Dan Brand Image Melalui Satisfaction,” Ekuivalensi, vol. 7, no. 1, pp. 38–47, 2021.
[13] U. K. A. K. M. A. Ma`arif, “The Effect of Promotion on the Decision to Choose a Higher Education through the Brand Image of Education,” Al-Ishlah J. Pendidik., vol. 9490, no. 3, pp. 1–11, 2021.
[14] R. Adam, “The Influence of Promotion in Social Media and Word of Mouth on the Decision The Influence of Promotion in Social Media and Word of Mouth on the Decision on Selection of Study Programs at Private Universities,” in Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management Singapore, 2021, no. August, pp. 5975–5980.
[15] J. W. M. A. A. A. P. S. D. Irawan, “Analysis Of Price, Promotion And Location Of Purchasing Decisions At PT Samera Propertindo,” J. Log. is Licens. under a Creat. Commons Attrib., vol. 5, no. 1, pp. 313–317, 2021.
[16] J. D. Sunarsi, “The Influence of Product Mix, Promotion Mix and Brand Image on Consumer Purchasing Decisions of Sari Roti Products in South Tangerang,” PINISI Discret. Rev., vol. 1, no. 1, pp. 165–174, 2020.
[17] T. A. S. M. I. P. S. A. S. C. Nasib, “Increasing Vocational Education Decisions Through Social Media , and Price Reduction Through Brand Trusts,” in Proceedings of the 2nd Annual Conference on Blended Learning, Educational Technology and Innovation (ACBLETI 2020), 2021, vol. 560, no. Acbleti 2020, pp. 390–395.
[18] N. H. L. P. R. K. Z. R. D. W. H. HS, “Increasing Brand Trust through Marketing Communication and Its Impact on School principal’s Loyalty,” Budapest Int. Res. Critics Inst. Humanit. Soc. Sci., vol. 4, no. 2, pp. 2208–2216, 2021.
[19] M. I. M. N. D. T. E. H. S. W. H. HS, “Efforts to Increase Customer Loyalty Forex Trading Judging from the Elements of Trust and Relationships Emotional,” Int. J. Bus. Econ., vol. 3, no. 2, pp. 94–101, 2022.
[20] Z. A. L. S. A. U. S. M. Najib, “The Influence of Marketing Mix on Brand Image , Motivation and Students Decision to Choose Graduate Studies of IPB University The Influence of Marketing Mix on Brand Image , Motivation and Students Decision to Choose Graduate Studies of IPB University,” J. Consum. Sci., vol. 05, no. 02, pp. 139–156, 2020.
[21] I. B. M. P. B. Y. F. C. P. M. R. R. M. I. N. Suryawan, “The Influence of Brand Awareness , Brand Image , and Brand Trust on Brand Loyalty,” J. Manaj., vol. XXIV, no. 03, pp. 412–426, 2020.
[22] A. Z. S. Y. F. Mirza, “Investigating the Impact of Brand Image and Brand Loyalty on Brand Equity?: the Mediating Role of Brand Awareness,” Int. J. Innov. Creat. Chang., vol. 15, no. 2, pp. 1091–1106, 2021.
[23] A. S. Hadi, “The Influence Of Product Attribute, Promotion Mix, Distribution Channel, And Price Toward Repurchase Intention On Iphone,” Asian Manag. Bus. Rev., vol. 1, no. 2, pp. 95–104, 2021.
[24] Y. G. W. R. H. W. N. Qomariah, “Impact of Price, Product Quality, and Promotion on Consumer Satisfaction in Cosmetics and Skincare,” J. Econ. Financ. Manag. Stud., vol. 04, no. 07, pp. 978–986, 2021.
[25] P. Kotler and G. Armstrong, Prinsip-Prinsip Manajemen Pemasaran. Jakarta: Erlangga, 2014.
[26] F. T. Anugrah, “Effect of Promotion and Ease of Use on Customer Satisfaction and Loyalty on OVO Application Users,” Quant. Econ. Manag. Stud., vol. 1, no. 1, pp. 44–50, 2020.
[27] A. F. Nasib, Konsep Intisari Strategi pemasaran. Jawa Tengah: CV. Pena Persada, 2019.
[28] I. L. Nasib, Manajemen & Bisnis Modern. 2021.
[29] I. L. N. S. C. A. S. A.?; I. Effendi, “Trust Identification And Smartphone Purchase Decisions (Structural Equation Modeling Approach),” in International Journal of Civil Engineering and Technology (IJCIET), 2019, vol. 10, no. 02, pp. 1020–1032.
[30] S. Nasib, “Meningkatkan Keputusan Pembelian Melalui Kualitas Produk, Promosi dan Kepercayaan pada PT. Weedo Niaga Global,” Ekuivalensi, vol. 7, no. 1, pp. 48–57, 2021.
[31] M. M. M. H. M. A. K. U. K. D. N. M. K. A. R. T. R. K. N. M. P. U. M. Nasuka, Ekonomi Kreatif Berbasis Digital Dan Kemandirian Masyarakat. Surabaya: CV. Global Aksara Pers, 2022.
[32] N. I. L. K. N. C. H. A. W. Ningsih, “Online Shopping the Satisfaction through Perceived Quality and It ’ s Impact On Customer Loyalty,” Int. J. Bus. Manag. Invent., vol. 9, no. 3, pp. 56–61, 2020.
[33] D. J. Priansa, Perilaku Konsumen dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta, 2017.
[34] Ratih Hurriyati, Bauran Pemasaran Dan Loyalitas Konsumen. Bandung: Alfabeta, 2014.
[35] A. Sanusi, Metodologi Penelitian Bisnis. Jakarta: salemba empat, 2017.
[36] Sugiyono, metodelogi penelitian kuantitatif,kualitatifdan R&D. 2016.
[37] Sugiyono, Metode Penelitian Kuantitatif kualitatif R&D, Bandung. 2015.
[38] Sugiyono, Metode Penelitian Bisnis. Bandung: Alfabeta, 2017.
[39] S. S. H. Megayani, “The Influence Of Country Of Origin And Brand Image On Mitsubishi Xpander Car Purchase Decision (Study at PT Bumen Redja Abadi, Tebet branch),” Indones. Coll. Econ., pp. 1–18, 2020.
[40] S. M. T. Cuong, “Relationships between Service Quality , Brand Image , Customer Satisfaction , and Customer Loyalty,” J. Asian Financ. Econ. Bus., vol. 8, no. 3, pp. 585–593, 2021.
[41] X. P. S. Liu, “Modeling Travel Choice Behavior With The Concept Of Image: A Case Study Of College Students’ Choice Of Homecoming Train Trips During The Spring Festival Travel Rush In China,” Transp. Res., vol. 155, no. November 2020, pp. 247–258, 2022.
[42] R. S. Ebrahim, “The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty,” J. Relatsh. Mark., vol. 19, no. 4, pp. 287–308, 2020.
[43] A. R. A. Nalendra, “The Effect OfGoods Prices And Buyer Trust On The E-Commerce Sales System For Purchasing Goods Online,” Int. J. Sci. Technol. Manag., pp. 561–567, 2021.
[44] I. W. Widnyana, “The Role of Brand Equity in Mediation of the Influence of Brand Image and Brand Trust, On the Interest of Prospective Students Choose Bali Tourism Polytechnic,” Int. J. Contemp. Res. Rev., vol. 12, no. 08, p. 20434?20442, 2021.
[2] Kasmir, Dasar-Dasar Perbankan Edisi Revisi. Jakarta: Rajawali Press, 2014.
[3] D. A. Yani, “Analisis Faktor-Faktor yang Mempengaruhi Minat Warga dalam Menabung pada Bank Syariah di Kelurahan Sumberrejo Sejahtera Kecamatan Kemiling Kota Bandar Lampung,” Finansia, vol. 3, no. 1, pp. 43–48, 2020.
[4] J. W. S. B. B. Parubak, “Pengaruh Persepsi Kegunaan, Persepsi Keuntungan, Persepsi Keamanan Terhadap Minat Nasabah Bni Menggunakan Mobile Banking,” J. Ilmu Manaj. Univ. Tadulako, vol. 6, no. 1, pp. 88–96, 2020.
[5] F. A. Ratno, “Pengaruh Kualitas Layanan dan Penanganan Keluhan terhadap Loyalitas Nasabah dengan Kepuasan sebagai Variabel Intervening (Studi Kasus BPRS Suriyah Cabang Salatiga),” J. BAABU AL-ILMI Ekon. dan Perbank. Syariah, vol. 5, no. 2, pp. 142–152, 2020.
[6] R. Z. H. T. A. D. Ramdansyah, “Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Loyalitas Nasabah dengan Kepuasan Nasabah sebagai Variabel Intervening,” J. Manaj. dan Bisnis, vol. Desember, no. 12, pp. 1–24, 2020.
[7] A. F. Bagus Widiapraja; Haryono, “Faktor-faktor yang Mempengaruhi Minat Nasabah untuk Menabung pada Bank BRI Syariah di Jombang,” Bharanomics, vol. 1, no. 2, pp. 43–50, 2021.
[8] S. A. U. B. P. F. Hanum, “Implementasi Metode Pembayaran Cash On Delivery Melalui Kepuasan Konsumen Pada Aplikasi Tik Tok,” J. Educ. Lang. Res., vol. 1, no. 12, pp. 2193–2206, 2022.
[9] P. K. K. L. Keller, Manajemen Pemasaran Edisi 12. Jakarta: Erlangga, 2016.
[10] I. L. N. Nirmalasari, “Determinant of Customer Relation Management Towards Minimarket Customers in Medan City,” J. Bus. Manag., vol. 21, no. 10, pp. 45–52, 2019.
[11] N. R. A. I. Lestari, Dasar Pemasaran. Yogyakarta: Deepublish, 2019.
[12] N. S. Z. R. Daulay, “Memaksimumkan Brand Loyalty , Brand Trust Dan Brand Image Melalui Satisfaction,” Ekuivalensi, vol. 7, no. 1, pp. 38–47, 2021.
[13] U. K. A. K. M. A. Ma`arif, “The Effect of Promotion on the Decision to Choose a Higher Education through the Brand Image of Education,” Al-Ishlah J. Pendidik., vol. 9490, no. 3, pp. 1–11, 2021.
[14] R. Adam, “The Influence of Promotion in Social Media and Word of Mouth on the Decision The Influence of Promotion in Social Media and Word of Mouth on the Decision on Selection of Study Programs at Private Universities,” in Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management Singapore, 2021, no. August, pp. 5975–5980.
[15] J. W. M. A. A. A. P. S. D. Irawan, “Analysis Of Price, Promotion And Location Of Purchasing Decisions At PT Samera Propertindo,” J. Log. is Licens. under a Creat. Commons Attrib., vol. 5, no. 1, pp. 313–317, 2021.
[16] J. D. Sunarsi, “The Influence of Product Mix, Promotion Mix and Brand Image on Consumer Purchasing Decisions of Sari Roti Products in South Tangerang,” PINISI Discret. Rev., vol. 1, no. 1, pp. 165–174, 2020.
[17] T. A. S. M. I. P. S. A. S. C. Nasib, “Increasing Vocational Education Decisions Through Social Media , and Price Reduction Through Brand Trusts,” in Proceedings of the 2nd Annual Conference on Blended Learning, Educational Technology and Innovation (ACBLETI 2020), 2021, vol. 560, no. Acbleti 2020, pp. 390–395.
[18] N. H. L. P. R. K. Z. R. D. W. H. HS, “Increasing Brand Trust through Marketing Communication and Its Impact on School principal’s Loyalty,” Budapest Int. Res. Critics Inst. Humanit. Soc. Sci., vol. 4, no. 2, pp. 2208–2216, 2021.
[19] M. I. M. N. D. T. E. H. S. W. H. HS, “Efforts to Increase Customer Loyalty Forex Trading Judging from the Elements of Trust and Relationships Emotional,” Int. J. Bus. Econ., vol. 3, no. 2, pp. 94–101, 2022.
[20] Z. A. L. S. A. U. S. M. Najib, “The Influence of Marketing Mix on Brand Image , Motivation and Students Decision to Choose Graduate Studies of IPB University The Influence of Marketing Mix on Brand Image , Motivation and Students Decision to Choose Graduate Studies of IPB University,” J. Consum. Sci., vol. 05, no. 02, pp. 139–156, 2020.
[21] I. B. M. P. B. Y. F. C. P. M. R. R. M. I. N. Suryawan, “The Influence of Brand Awareness , Brand Image , and Brand Trust on Brand Loyalty,” J. Manaj., vol. XXIV, no. 03, pp. 412–426, 2020.
[22] A. Z. S. Y. F. Mirza, “Investigating the Impact of Brand Image and Brand Loyalty on Brand Equity?: the Mediating Role of Brand Awareness,” Int. J. Innov. Creat. Chang., vol. 15, no. 2, pp. 1091–1106, 2021.
[23] A. S. Hadi, “The Influence Of Product Attribute, Promotion Mix, Distribution Channel, And Price Toward Repurchase Intention On Iphone,” Asian Manag. Bus. Rev., vol. 1, no. 2, pp. 95–104, 2021.
[24] Y. G. W. R. H. W. N. Qomariah, “Impact of Price, Product Quality, and Promotion on Consumer Satisfaction in Cosmetics and Skincare,” J. Econ. Financ. Manag. Stud., vol. 04, no. 07, pp. 978–986, 2021.
[25] P. Kotler and G. Armstrong, Prinsip-Prinsip Manajemen Pemasaran. Jakarta: Erlangga, 2014.
[26] F. T. Anugrah, “Effect of Promotion and Ease of Use on Customer Satisfaction and Loyalty on OVO Application Users,” Quant. Econ. Manag. Stud., vol. 1, no. 1, pp. 44–50, 2020.
[27] A. F. Nasib, Konsep Intisari Strategi pemasaran. Jawa Tengah: CV. Pena Persada, 2019.
[28] I. L. Nasib, Manajemen & Bisnis Modern. 2021.
[29] I. L. N. S. C. A. S. A.?; I. Effendi, “Trust Identification And Smartphone Purchase Decisions (Structural Equation Modeling Approach),” in International Journal of Civil Engineering and Technology (IJCIET), 2019, vol. 10, no. 02, pp. 1020–1032.
[30] S. Nasib, “Meningkatkan Keputusan Pembelian Melalui Kualitas Produk, Promosi dan Kepercayaan pada PT. Weedo Niaga Global,” Ekuivalensi, vol. 7, no. 1, pp. 48–57, 2021.
[31] M. M. M. H. M. A. K. U. K. D. N. M. K. A. R. T. R. K. N. M. P. U. M. Nasuka, Ekonomi Kreatif Berbasis Digital Dan Kemandirian Masyarakat. Surabaya: CV. Global Aksara Pers, 2022.
[32] N. I. L. K. N. C. H. A. W. Ningsih, “Online Shopping the Satisfaction through Perceived Quality and It ’ s Impact On Customer Loyalty,” Int. J. Bus. Manag. Invent., vol. 9, no. 3, pp. 56–61, 2020.
[33] D. J. Priansa, Perilaku Konsumen dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta, 2017.
[34] Ratih Hurriyati, Bauran Pemasaran Dan Loyalitas Konsumen. Bandung: Alfabeta, 2014.
[35] A. Sanusi, Metodologi Penelitian Bisnis. Jakarta: salemba empat, 2017.
[36] Sugiyono, metodelogi penelitian kuantitatif,kualitatifdan R&D. 2016.
[37] Sugiyono, Metode Penelitian Kuantitatif kualitatif R&D, Bandung. 2015.
[38] Sugiyono, Metode Penelitian Bisnis. Bandung: Alfabeta, 2017.
[39] S. S. H. Megayani, “The Influence Of Country Of Origin And Brand Image On Mitsubishi Xpander Car Purchase Decision (Study at PT Bumen Redja Abadi, Tebet branch),” Indones. Coll. Econ., pp. 1–18, 2020.
[40] S. M. T. Cuong, “Relationships between Service Quality , Brand Image , Customer Satisfaction , and Customer Loyalty,” J. Asian Financ. Econ. Bus., vol. 8, no. 3, pp. 585–593, 2021.
[41] X. P. S. Liu, “Modeling Travel Choice Behavior With The Concept Of Image: A Case Study Of College Students’ Choice Of Homecoming Train Trips During The Spring Festival Travel Rush In China,” Transp. Res., vol. 155, no. November 2020, pp. 247–258, 2022.
[42] R. S. Ebrahim, “The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty,” J. Relatsh. Mark., vol. 19, no. 4, pp. 287–308, 2020.
[43] A. R. A. Nalendra, “The Effect OfGoods Prices And Buyer Trust On The E-Commerce Sales System For Purchasing Goods Online,” Int. J. Sci. Technol. Manag., pp. 561–567, 2021.
[44] I. W. Widnyana, “The Role of Brand Equity in Mediation of the Influence of Brand Image and Brand Trust, On the Interest of Prospective Students Choose Bali Tourism Polytechnic,” Int. J. Contemp. Res. Rev., vol. 12, no. 08, p. 20434?20442, 2021.
Copyright and Licensing
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.