Anteseden dan Konsekuensi dari Brand Attachment pada Mobile Banking

Authors

  • Steven Sumardyo Universitas Trisakti , Indonesia
  • Sri Vandayuli Riorini Universitas Trisakti , Indonesia
  • Aisyah Azzahra Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i3.11762

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 208 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.

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Published

21-12-2023

How to Cite

Sumardyo, S., Riorini, S. V., & Azzahra, A. (2023). Anteseden dan Konsekuensi dari Brand Attachment pada Mobile Banking. Jurnal Pendidikan Tambusai, 7(3), 29640–29645. https://doi.org/10.31004/jptam.v7i3.11762

Issue

Vol. 7 No. 3 (2023): Desember 2023

Section

Articles of Research

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