The impact of brand image and BCA mobile application on customer satisfaction at BCA in Medan

Andhika, Andhika (2023) The impact of brand image and BCA mobile application on customer satisfaction at BCA in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

BCA Mobile managed to rank first in the most used mobile banking application. Respondents are still found to give positive and negative responses to the application display that is easy to understand, fast in transactions, and respondents who complain about slow transactions, the need to use SIM cards. The purpose of this research is to determine the effect of brand image, mobile application and customer satisfaction. Winning the hearts of consumers can be seen from how satisfied consumers are with the excellence of the products and services provided. The creation of consumer satisfaction is one of the company's successes in captivating consumers to get loyal customers. Research method in this study with quantitative and descriptive methods using causal studies was used to analyse sample of 100 customers. Respondents are m-BCA users who are taken using sampling criteria using non probability with convenience sampling. The questionnaire distribution carried out has passed the validity and reliability tests. The data tested has also passed the normality, multicollinearity, heteroscedasticity, and multiple linear regression tests. The results of the study show that brand image and m-bca mobile application simultaneously have positive and significant impact to customer satisfaction with coefficient of determination of 89.6%. brand image and m-bca mobile application partially have positive and significant impact to customer satisfaction. It can be recommended to BCA to launch a comprehensive advertising campaign across various media platforms, focuses on improving the user interface and design of its mobile application, focuses on encouraging and facilitating more frequent usage of the M-BCA. / BCA Mobile berhasil menduduki peringkat pertama aplikasi mobile banking yang paling banyak digunakan. Masih ditemukan responden yang memberikan tanggapan positif dan negatif terhadap tampilan aplikasi yang mudah dimengerti, cepat dalam bertransaksi, dan responden yang mengeluhkan lambatnya transaksi, keharusan menggunakan kartu SIM. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh citra merek, aplikasi mobile dan kepuasan konsumen. Memenangkan hati konsumen dapat dilihat dari seberapa puasnya konsumen terhadap keunggulan produk dan layanan yang diberikan. Terciptanya kepuasan konsumen merupakan salah satu keberhasilan perusahaan dalam memikat hati konsumen untuk mendapatkan pelanggan yang loyal. Metode penelitian dalam penelitian ini dengan metode kuantitatif dan deskriptif dengan menggunakan studi kausalitas dengan sampel sebanyak 100 nasabah. Responden merupakan pengguna m-BCA yang diambil dengan menggunakan kriteria pengambilan sampel menggunakan non probability dengan convenience sampling. Penyebaran kuesioner yang dilakukan telah melewati uji validitas dan reliabilitas. Data yang diuji juga telah lolos uji normalitas, multikolinearitas, heteroskedastisitas, dan regresi linier berganda. Hasil penelitian menunjukkan bahwa citra merek dan aplikasi mobile m�bca secara simultan berpengaruh positif dan signifikan terhadap kepuasan nasabah dengan nilai koefisien determinasi sebesar 89,6%, sedangkan secara parsial citra merek dan aplikasi mobile m-bca berpengaruh positif dan signifikan terhadap kepuasan nasabah. Dapat direkomendasikan kepada BCA untuk meluncurkan kampanye iklan yang komprehensif di berbagai platform media, berfokus pada peningkatan user interface dan desain aplikasi mobile-nya, berfokus untuk mendorong dan memfasilitasi penggunaan M-BCA yang lebih sering.

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