Pengaruh bank experience terhadap brand equity bank BCA

Suryanto, Andre (2022) Pengaruh bank experience terhadap brand equity bank BCA. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan teknologi pada sektor keuangan mengalami kemajuan yang sangat pesat. salah satu contohnya adalah penggunaan digital banking. Pada saat ini sektor perbankan digital di Indonesia mulai tumbuh pesat pada tiga tahun terakhir dan memiliki bermacam-macam kompetitor dalam menyediakan produk maupun layanan untuk menarik konsumen dan menghubungkan perusahaan perbankan dan nasabah. Hal tersebut menjadi ancaman bagi bank konvensional dalam mempertahankan nasabah yang sudah ada. Untuk mengatasi permasalahan tersebut, dibutuhkan strategi untuk menciptakan loyalitas pada nasabahnya. Sangat penting untuk perusahaan perbankan dalam membangun customer experience agar nasabah memiliki persepsi yang baik terhadap produk dan layanan perbankan yang perusahaan perbankan tawarkan. Penelitian ini bertujuan untuk menganalisis pengaruh bank experience terhadap brand equity bank BCA. Sampel yang digunakan pada penelitian ini sebanyak 272 sampel dan menggunakan metode purposive sampling. Data yang sudah diperoleh lalu diuji dengan menggunakan program smartPLS 3.0. Dari hasil penelitian ini menunjukan bahwa Bank Experience berpengaruh positif terhadap Pleasure, Bank Experience berpengaruh positif terhadap Arousal, Bank Experience berpengaruh positif terhadap Dominance, Pleasure berpengaruh positif terhadap Brand equity, Arousal berpengaruh positif terhadap Brand Equity dan Dominance tidak berpengaruh positif terhadap Brand equity./ The development of technology in the financial sector is progressing very rapidly. One example is the use of digital banking. At this time the banking and digital sectors in Indonesia have started to grow rapidly in the last three years and have various competitors in providing services to attract consumers and connect company and customer products. This is a threat to conventional banks in retaining existing customers. To overcome these problems, a strategy is needed to create loyalty to its customers. It is very important for banking companies in building customer experience so that customers have a good perception of banking products and services offered by banking companies. This study aims to analyze the effect of bank experience on BCA bank brand equity. The sample used in this study was 272 samples and used purposive sampling method. The data obtained were then tested using the smartPLS 3.0 program. The results of this study indicate that Bank Experience has a positive effect on Pleasure, Bank Experience has a positive effect on Arousal, Bank Experience has a positive effect on Dominance, Pleasure has a positive effect on Brand equity, Arousal has a positive effect on Brand Equity and Dominance has no positive effect on Brand equity.

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