Anteseden dan Konsekuensi dari Brand Attachment pada Mobile Banking

Authors

  • Saskia Cinta Ramadhani Universitas Trisakti , Indonesia
  • Mahri Akbari Universitas Trisakti , Indonesia
  • Sri Vandayuli Riorini Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i2.8244

Keywords:

Kegunaan, Keamanan, Interaktivitas, Pembicaraan dari Mulut Ke Mulut, Keterikatan Merek

Abstract

Tujuan dari penelitian ini adalah untuk memperoleh bukti empiris yang terkait: Untuk menganalisis pengaruh positif Usability, Security/Privacy, Interactivity terhadap Brand Attachment, pengaruh positif Usability, Security/Privacy, Interactivity terhadap Word of Mouth, dan pengaruh positif Brand Attachment terhadap Word of Mouth. Teknik pengambilan sampel dalam penelitian ini menggunakan “purposive sampling” dengan kriteria responden adalah individu yang merupakan konsumen individual sebagai pengguna m-banking. Dalam penelitian ini menggunakan data primer yang diperoleh melalui kuesioner yang dibuat menggunakan Google Form dan didistribusikan kepada 207 responden. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dari Usability, Security/Privacy, Interactivity terhadap Brand Attachment, pengaruh positif Usability, Security/Privacy, Interactivity terhadap Word of Mouth, dan pengaruh positif Brand Attachment terhadap Word of Mouth.

References

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Published

24-07-2023

How to Cite

Ramadhani, S. C. ., Akbari, M. ., & Riorini, S. V. . (2023). Anteseden dan Konsekuensi dari Brand Attachment pada Mobile Banking. Jurnal Pendidikan Tambusai, 7(2), 11763–11769. https://doi.org/10.31004/jptam.v7i2.8244

Issue

Vol. 7 No. 2 (2023): Agustus 2023

Section

Articles of Research

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