Model Pemasaran Hibrida Berbasis Integrasi Relationship Marketing dan Digital Engagement dalam Membentuk Loyalitas Nasabah melalui Peran Mediasi Kepuasan Nasabah

M Dewa Ramadhan; Purwoko Purwoko; Fitroh Adilla

doi:10.69693/ijmst.v4i3.12643

Authors

M Dewa Ramadhan Universitas Ahmad Dahlan
Purwoko Purwoko Universitas Ahmad Dahlan
Fitroh Adilla Universitas Ahmad Dahlan

DOI:

https://doi.org/10.69693/ijmst.v4i3.12643

Keywords:

Pemasaran Hybrid, Relationship Marketing, Digital Engagement, Kepuasan Nasabah, Loyalitas Nasabah

Abstract

Transformasi digital dalam industri perbankan telah mengubah pola interaksi antara lembaga keuangan dan nasabah, tetapi keberhasilan digitalisasi tetap bergantung pada kemampuan institusi mempertahankan hubungan interpersonal yang membangun kepercayaan dan keterikatan pelanggan. Penelitian ini bertujuan mengembangkan dan menguji model pemasaran hibrida yang mengintegrasikan relationship marketing dan digital engagement dalam membentuk loyalitas nasabah melalui mediasi kepuasan nasabah. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan metode survei cross-sectional terhadap 250 nasabah KSP Pangestu yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner berskala Likert dan dianalisis dengan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa relationship marketing dan digital engagement berpengaruh positif dan signifikan terhadap kepuasan maupun loyalitas nasabah. Kepuasan nasabah memberikan pengaruh paling kuat terhadap loyalitas dengan koefisien jalur sebesar 0,493. Relationship marketing dan digital engagement mampu menjelaskan 62,4% variasi kepuasan nasabah, sedangkan kombinasi kedua variabel tersebut bersama kepuasan nasabah menjelaskan 71,8% variasi loyalitas. Kepuasan nasabah juga terbukti memediasi secara parsial pengaruh relationship marketing dan digital engagement terhadap loyalitas. Temuan ini menegaskan bahwa loyalitas pada era digital tidak cukup dibangun melalui teknologi semata, tetapi memerlukan integrasi pengalaman digital yang mudah dan responsif dengan hubungan personal yang terpercaya. Penelitian memberikan kontribusi teoretis bagi pengembangan pemasaran hibrida serta implikasi praktis bagi lembaga keuangan dalam merancang strategi loyalitas nasabah yang berkelanjutan.

References

Aladwani, J. (2024), “Shifting landscape of customer preferences: analyzing internet Islamic banking satisfaction during COVID-19”, Humanities and Social Sciences Communications, Vol. 11 No. 1, 1569, doi: 10.1057/s41599-024-04069-z.

Buhler, R.N., De Oliveira Santini, F., Junior Ladeira, W., Rasul, T., Perin, M.G. and Kumar, S. (2024), “Customer loyalty in the banking sector: a meta-analytic study”, International Journal of Bank Marketing, Vol. 42 No. 3, pp. 513-535, doi: 10.1108/ijbm-08-2023-0484.

Chang, M., Jang, H.-B., Li, Y.-M. and Kim, D. (2017), “The relationship between the efficiency, service quality and customer satisfaction for state-owned commercial banks in China”, Sustainability, Vol. 9 No. 12, 2163, doi: 10.3390/su9122163.

Damberg, S., Schwaiger, M. and Ringle, C.M. (2022), “What’s important for relationship management? The mediating roles of relational trust and satisfaction for loyalty of cooperative banks’ customers”, Journal of Marketing Analytics, Vol. 10 No. 1, pp. 3-18, doi: 10.1057/ s41270-021-00147-2.

Das, S.V.A. and Ravi, N. (2021), “A study on the impact of e-banking service quality on customer satisfaction”, Asian Journal of Economics, Finance and Management, Vol. 3 No. 1, pp. 450-458.

Garzaro, D.M., Varotto, L.F. and Pedro, S.D. (2021), “Internet and mobile banking: the role of engagement and experience on satisfaction and loyalty”, International Journal of Bank Marketing, Vol. 39 No. 1, pp. 1-23, doi: 10.1108/ijbm-08-2020-0457.

Gautam, D.K. and Sah, G.K. (2023), “Online banking service practices and its impact on e-customer satisfaction and e-customer loyalty in developing country of south Asia – Nepal”, Sage Open, Vol. 13 No. 3, doi: 10.1177/21582440231185580.

Gazi, M.A.I., Masud, A.A., Sobhani, F.A., Islam, M.A., Rita, T., Chaity, N.S., Das, M. and Senathirajah, A.R.B.S. (2024), “Exploring the mediating effect of customer satisfaction on the relationships between service quality, efficiency, and reliability and customer retention, loyalty in E-banking performance in emerging markets”, Cogent Business and Management, Vol. 12 No. 1, 2433707, doi: 10.1080/23311975.2024.2433707.

Hair, J.F., Hult, G.T.M., Ringle, C.M. and Sarstedt, M. (2022), A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 3rd ed., Sage, doi: 10.1007/978-3-030-80519-7.

Hammoud, J., Bizri, R.M. and El Baba, I. (2018), “The impact of e-banking service quality on customer satisfaction: evidence from the Lebanese banking sector”, Sage Open, Vol. 8 No. 3, 2158244018790633, doi: 10.1177/2158244018790633.

Hussain, A., Hannan, A. and Shafiq, M. (2023), “Exploring mobile banking service quality dimensions in Pakistan: a text mining approach”, International Journal of Bank Marketing, Vol. 41 No. 3, pp. 601-618, doi: 10.1108/ijbm-08-2022-0379.

Ishfaq, I., Ashraf, Y., Saqib, K.M. and Ali, H.F. (2022), “Service quality of electronic banking and its effect on customer satisfaction and loyalty: mediating role of trust”, Journal of the Research Society of Pakistan, Vol. 59 No. 1, pp. 57-68.

Jakobik, K., Wojtowicz, T. and Suder, M. (2025), “Customer loyalty in e-banking across generations”, Acta Universitatis Lodziensis. Folia Oeconomica, Vol. 3 No. 372, pp. 20-44, doi: 10.18778/ 0208-6018.372.02.

Kamboj, S., Sharma, M. and Sarmah, B. (2022), “Impact of mobile banking failure on bank customers’ usage behaviour: the mediating role of user satisfaction”, International Journal of Bank Marketing, Vol. 40 No. 1, pp. 128-153, doi: 10.1108/ijbm-10-2020-0534.

Khan, M.A. and Alhumoudi, H.A. (2022), “Performance of E-Banking and the mediating effect of customer satisfaction: a structural equation model approach”, Sustainability, Vol. 14 No. 12, 7224, doi: 10.3390/su14127224.

Kumar, P., Chauhan, S., Kumar, S. and Gupta, P. (2024), “A meta-analysis of satisfaction in Mobile banking: a contextual examination”, International Journal of Bank Marketing, Vol. 42 No. 3, pp. 357-388, doi: 10.1108/ijbm-04-2023-0236.

Lotko, A. (2022), “The influence of the quality of internet banking services on customer loyalty”, International Journal of Economic Research, Vol. 25 No. 2B, pp. 259-276, doi: 10.35808/ ersj/2959.

Ozkan, P., S€ uer, S., Keser, I.K. and Kocakoç, I.D. (2020), “The effect of service quality and customer satisfaction on customer loyalty: the mediation of perceived value of services, corporate image, and corporate reputation”, International Journal of Bank Marketing, Vol. 38 No. 2, pp. 384-405, doi: 10.1108/ijbm-03-2019-0096.

Podsakoff, P.M., Podsakoff, N.P., Williams, L.J., Huang, C. and Yang, J. (2024), “Common method bias: it’s bad, it’s complex, it’s widespread, and it’s not easy to fix”, Annual Review of Organizational Psychology and Organizational Behavior, Vol. 11 No. 1, pp. 17-61, doi: 10.1146/ annurev-orgpsych-110721-040030.

Pokhrel, L. and Anup, K.C. (2024), “Mobile banking service quality and continuance intention: mediating role of satisfaction: a two-stage structural equation modeling–artificial neural network approach”, International Journal of Bank Marketing, Vol. 42 No. 3, pp. 389-413, doi: 10.1108/ ijbm-11-2022-0512.

Poromatikul, C., De Maeyer, P., Leelapanyalert, K. and Zaby, S. (2020), “Drivers of continuance intention with mobile banking apps”, International Journal of Bank Marketing, Vol. 38 No. 1, pp. 242-262, doi: 10.1108/ijbm-08-2018-0224.

Redda, E.H. (2023), “E-banking quality and customer loyalty: the mediating role of customer satisfaction”, Banks and Bank Systems, Vol. 18 No. 2, pp. 177-188, doi: 10.21511/bbs.18(2) .2023.17.

Richter, N.F., Schubring, S., Hauff, S., Ringle, C.M. and Sarstedt, M. (2020), “When predictors of outcomes are necessary: guidelines for the combined use of PLS-SEM and NCA”, Industrial Management and Data Systems, Vol. 120 No. 12, pp. 2243-2267, doi: 10.1108/IMDS-112019-0638.

Roberts-Lombard, M. and Petzer, D.J. (2021), “Relationship marketing: an S–O–R perspective emphasising the importance of trust in retail banking”, International Journal of Bank Marketing, Vol. 39 No. 5, pp. 725-750, doi: 10.1108/ijbm-08-2020-0417.

Sarstedt, M., Ringle, C.M., Cheah, J.-H., Ting, H., Moisescu, O.I. and Radomir, L. (2020), “Structural model robustness checks in PLS-SEM”, Tourism Economics, Vol. 26 No. 4, pp. 531-554, doi: 10.1177/1354816618823921.

Sarstedt, M., Richter, N.F., Hauff, S. and Ringle, C.M. (2024), “Combined importance–performance map analysis (cIPMA) in partial least squares structural equation modeling (PLS–SEM): a SmartPLS 4 tutorial”, Journal of Marketing Analytics, Vol. 12, pp. 746-760, doi: 10.1057/ s41270-024-00325-y.

Sharma, N. (2024), “A digital cohort analysis of consumers’ mobile banking app experience”, International Journal of Consumer Studies, Vol. 48 No. 1, e12989, doi: 10.1111/ijcs.12989.

Supriyanto, A., Wiyono, B.B. and Burhanuddin, B. (2021), “Effects of service quality and customer satisfaction on loyalty of bank customers”, Cogent Business and Management, Vol. 8 No. 1, 1937847, doi: 10.1080/23311975.2021.1937847.

Zhou, Q.J., Lim, F.J., Yu, H., Xu, G.Q., Ren, X.Y., Liu, D., Wang, X.X., Mai, X.D. and Xu, H. (2021), “A study on factors affecting service quality and loyalty intention in mobile banking”, Journal of Retailing and Consumer Services, Vol. 60, 102424, doi: 10.1016/j.jretconser.2020.102424.