THE IMPACT OF PERCEIVED QUALITY, BRAND IDENTIFICATION, TRUST, AND LIFESTYLE CONGRUENCE ON SATISFACTION AND LOYALTY TOWARDS PT BANK CENTRAL ASIA TBK DIGITAL BANKING SERVICES

Fanny Florencia, Widya Paramita, S.E., M.Sc., Ph.D.

2025 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Tujuan dari penelitian ini adalah untuk menguji pengaruh perceived quality, identifikasi merek, kepercayaan, dan lifestyle congruence terhadap kepuasan pelanggan, menguji pengaruh kepuasan pelanggan terhadap loyalitas pelanggan, menguji kepuasan pelanggan sebagai mediator perceived quality, identifikasi merek, kepercayaan, dan lifestyle congruence terhadap loyalitas pelanggan.

Penelitian ini menggunakan metode kuantitatif dengan data primer yang dikumpulkan melalui kuesioner online. Data dikumpulkan menggunakan metode single cross-sectional dan menggunakan teknik non-probability sampling. Sampel dalam penelitian ini adalah individu yang tinggal di Indonesia, memiliki rekening bank BCA, dan telah menggunakan layanan perbankan digital selama tiga bulan terakhir. Uji instrumen dalam penelitian ini dilakukan dengan menggunakan metode Partial Least Square Structural Equation Modeling (PLS-SEM) melalui aplikasi SmartPLS versi 4.

Hasil penelitian menunjukkan bahwa perceived quality, identifikasi merek, dan kepercayaan memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan, sementara lifestyle congruence memiliki pengaruh negatif namun signifikan terhadap kepuasan pelanggan. Selanjutnya, kepuasan pelanggan berpengaruh positif terhadap loyalitas pelanggan. Kepuasan pelanggan juga memediasi hubungan antara perceived quality, identifikasi merek, dan kepercayaan dengan loyalitas pelanggan. Namun demikian, kepuasan pelanggan memiliki efek mediasi negatif namun signifikan dalam hubungan antara lifestyle congruence dan loyalitas pelanggan.

The purpose of this research is to examine the influence of perceived quality on customer satisfaction, examine the influence of brand identification on customer satisfaction, examine the influence of trust on customer satisfaction, examine the influence of lifestyle congruence on customer satisfaction, examine the influence of customer satisfaction on customer loyalty, examine customer satisfaction as perceived quality’s mediator on customer loyalty, examine customer satisfaction as brand identification’s mediator on customer loyalty, examine customer satisfaction as trust’s mediator on customer loyalty, examine customer satisfaction as lifestyle congruence’s mediator on customer loyalty.

This research uses a quantitative method with primary data collected using an online questionnaire. Data is taken using the single cross-sectional method and will be using the non-probability sampling. The samples used were people who lives in Indonesia, has a BCA bank account, and has been using the digital banking services for the past three months. The instrument test in this research is conducted using Partial Least Square Structural Equation Modeling (PLS-SEM) with the Smart Partial Least Square (SmartPLS) 4 software.

The results indicate that perceived quality, brand identification, and trust have a positive and significant influence on customer satisfaction, while lifestyle congruence has a negative but significant influence on customer satisfaction. Furthermore, customer satisfaction positively influences customer loyalty. It mediates the relationship between perceived quality, brand identification, and trust with customer loyalty. Nevertheless, customer satisfaction has a negative but significant mediating effect on the relationship between lifestyle congruence and customer loyalty.

Kata Kunci : Digital banking, perceived quality, brand identification, trust, lifestyle congruence, customer satisfaction, customer loyalty, expectancy disconfirmation theory