PENGARUH KUALITAS LAYANAN, STRATEGI PEMASARAN, DIGITAL MARKETING MELALUI KOMUNIKASI PEMASARAN SEBAGAI MEDIASI TERHADAP LOYALITAS NASABAH PADA APLIKASI JCONNECT MOBILE BANK JATIM

Abstract

This research aims to determine the effect of service quality analysis, marketing strategy, and digital marketing on marketing communication and customers’ loyalty at J’Connect mobile banking Bank Jatim. The variables were service quality, marketing strategy, digital marketing, marketing communication, and customers’ loyalty. Also, the research aims to find out the direct effect of service quality, marketing strategy, digital marketing on customers’ loyalty, and the indirect effect through marketing communication. The study applies quantitatively. Furthermore, the population was customers of J’Connect mobile banking Bank Jatim with 100 respondents as the sample. The data collection technique used non-probability sampling. Moreover, the data analysis technique used PLS (Partial Least Square) with SmartPLS 3.4. The result indicates that service quality has a positive and significant effect on customers’ loyalty. However, marketing strategy has an insignificant effect on customers’ loyalty. Likewise, digital marketing has an insignificant effect on customers’ loyalty. Additionally, digital marketing has a positive and significant effect on marketing communication. Marketing communication has a positive and significant effect on customers’ loyalty. In brief, marketing communication can mediate the effect of digital marketing on customers’ loyalty.