Pengaruh Dimensi Marketing Communication terhadap Brand Loyalty Pada Sektor Perbankan

Authors

  • Winda Xaviera Universitas Trisakti , Indonesia
  • Sri Vandayuli Riorini Universitas Trisakti , Indonesia
  • Robert Kristaung Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.13573

Keywords:

Advertising, Sales Promotion, Direct Marketing, Public Relation, Brand Loyalty

Abstract

Penelitian ini memfokuskan pada pengaruh dimensi komunikasi pemasaran terhadap loyalitas merek di sektor perbankan, khususnya pada Bank BCA. Dalam penelitian, terdapat empat variabel independent dan satu variabel dependen. Penelitian ini menggunakan pendekatan kuantitatif, di mana data dikumpulkan dan dianalisis dalam bentuk angka atau variabel yang dapat diukur secara objektif. Sampel data dikumpulkan melalui metode non-probability sampling, dengan jenis purposive sampling, yang melibatkan 162 nasabah Bank BCA. Dalam analisis data, penelitian ini menggunakan metode regresi linear berganda dan menggunakan perangkat lunak SPSS versi 25.0. Hasil penelitian menunjukkan bahwa advertising dan sales promotion memiliki pengaruh negatif terhadap brand loyalty, sementara direct marketing dan public relation memiliki pengaruh positif terhadap brand loyalty.

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Published

09-02-2024

How to Cite

Xaviera, W., Riorini, S. V., & Kristaung, R. (2024). Pengaruh Dimensi Marketing Communication terhadap Brand Loyalty Pada Sektor Perbankan. Jurnal Pendidikan Tambusai, 8(1), 7859–7868. https://doi.org/10.31004/jptam.v8i1.13573

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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