Pengaruh Brand Awareness, Brand Experience, Customer Satisfaction Terhadap Brand Image Dan Brand Loyalty
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Abstract
Di tengah persaingan ketat layanan mobile banking di Indonesia, penciptaan brand image dan loyalitas merek menjadi krusial bagi kelangsungan dan pertumbuhan aplikasi digital, termasuk Livin' by Mandiri. Penelitian ini bertujuan untuk menganalisis pengaruh brand experience, brand awareness, dan customer satisfaction terhadap brand image dan brand loyalty pada pengguna Livin' by Mandiri di kalangan Generasi Z. Dengan pendekatan kuantitatif, penelitian ini melibatkan 135 responden Generasi Z pengguna Livin' by Mandiri. Pengolahan data menggunakan Structural Equation Modeling (SEM) dengan SmartPLS 4. Hasil penelitian menunjukkan bahwa brand experience berpengaruh positif dan signifikan terhadap brand awareness, customer satisfaction, brand image, dan brand loyalty. Selanjutnya, brand awareness juga berpengaruh positif dan signifikan terhadap customer satisfaction dan brand image, dan brand loyalty. Sementara itu, customer satisfaction terbukti berpengaruh positif dan signifikan terhadap brand image dan brand loyalty, dan brand image berpengaruh positif dan signifikan terhadap brand loyalty. Penelitian ini menegaskan pentingnya penciptaan pengalaman merek yang menyenangkan, kesadaran merek yang tinggi, serta kepuasan pelanggan yang konsisten dalam membentuk citra positif dan loyalitas terhadap aplikasi mobile banking. Temuan ini memberikan implikasi penting bagi Bank Mandiri dalam menyusun strategi pemasaran digital untuk mengidentifikasi aspek-aspek yang dapat memengaruhi citra bank digital di mata pengguna serta perilaku loyalitas pengguna.
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