PENGARUH KUALITAS SISTEM KUALITAS LAYANAN DAN PEMASARAN RELASIONAL TERHADAP LOYALITAS PENGGUNA BSB MOBILE PADA BANK SUMSEL BABEL SYARIAH PALEMBANG DENGAN KEPUASAN PENGGUNA SEBAGAI VARIABEL INTERVENING

LESTARI, WINDA FUJI and Isnurhadi, Isnurhadi and Maulana, Ahmad (2025) PENGARUH KUALITAS SISTEM KUALITAS LAYANAN DAN PEMASARAN RELASIONAL TERHADAP LOYALITAS PENGGUNA BSB MOBILE PADA BANK SUMSEL BABEL SYARIAH PALEMBANG DENGAN KEPUASAN PENGGUNA SEBAGAI VARIABEL INTERVENING. Masters thesis, Sriwijaya University.

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Abstract

This research aims to analyze system quality, service quality and relational marketing as variables that have the potential to increase user satisfaction and loyalty in using the BSB Mobile application at Sumsel Babel Syariah Bank Palembang Branch. A quantitative approach was used in this research, using Partial Least Square-Structural Equation Modeling (PLS-SEM) for data analysis. The research sample consisted of 266 active BSB Mobile users who were selected purposively through a survey with an online questionnaire. The research results showed that system quality, service quality, and relational marketing have a positive and significant effect on user satisfaction. Moreover, user satisfaction acts as a partial mediator that increases the influence of these factors on user loyalty. These findings showed that there was an important role of system quality, service quality, and relational marketing in growing user loyalty towards the BSB Mobile application. This research confirms that reliable system, responsive customer service, and relational marketing that emphasizes two-way communication and personalization were the keys to increasing user satisfaction and loyalty. Sumsel Babel Syariah Bank Palembang Branch must continue to improve the quality of application, customer service, and relational marketing strategies to maintain user loyalty and also attract new users.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Kualitas Sistem, Kualitas Layanan, Pemasaran Relasional, Loyalitas Pengguna, Kepuasan Pengguna
Subjects:	H Social Sciences > HB Economic Theory > HB135-147 Mathematical economics. Quantitative methods Including econometrics, input-output analysis, game theory
Divisions:	01-Faculty of Economics > 61102-Management (S2)
Depositing User:	Winda Fuji Lestari
Date Deposited:	23 Jan 2025 02:26
Last Modified:	23 Jan 2025 02:26
URI:	http://repository.unsri.ac.id/id/eprint/165192

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