Peran Brand Gratitude dalam Meningkatkan Hubungan Nasabah dan Bank: Pengujian Mediasi Kualitas Hubungan dan Loyalitas Nasabah pada PT. BPR Bank Daerah Gunungkidul (Perseroda)
DOI:
https://doi.org/10.69693/ijmst.v4i3.12822Keywords:
Brand Gratitude, Kualitas Hubungan, Loyalitas Nasabah, Pemasaran RelasionalAbstract
Persaingan yang semakin ketat dalam industri perbankan menuntut bank untuk berfokus pada kualitas layanan dan membangun hubungan emosional yang berkelanjutan dengan nasabah. Salah satu faktor yang berpotensi memperkuat hubungan tersebut adalah brand gratitude, yaitu perasaan syukur yang terbentuk ketika nasabah menilai bahwa bank telah memberikan manfaat, perhatian, dan nilai yang melebihi harapan. Penelitian ini bertujuan untuk menganalisis pengaruh brand gratitude terhadap hubungan nasabah dan bank, dan menguji peran mediasi kualitas hubungan dan loyalitas nasabah pada PT. BPR Bank Daerah Gunungkidul (Perseroda). Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian eksplanatori. Data dikumpulkan melalui penyebaran kuesioner kepada nasabah aktif PT. BPR Bank Daerah Gunungkidul (Perseroda) yang memenuhi kriteria penelitian. Analisis data dilakukan menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS) untuk menguji hubungan antarvariabel, langsung maupun tidak langsung. Hasil penelitian menunjukkan bahwa brand gratitude berpengaruh positif dan signifikan terhadap kualitas hubungan, loyalitas nasabah, dan hubungan nasabah dengan bank. Temuan penelitian juga mengonfirmasi bahwa kualitas hubungan dan loyalitas nasabah berperan sebagai variabel mediasi yang memperkuat pengaruh brand gratitude terhadap hubungan nasabah dan bank. Penelitian ini memberikan kontribusi teoritis dalam pengembangan literatur pemasaran relasional dan pengalaman konsumen pada sektor perbankan, dan memberikan implikasi praktis bagi manajemen bank dalam merancang strategi yang berorientasi pada pembentukan rasa syukur, peningkatan kualitas hubungan, dan penguatan loyalitas nasabah berkelanjutan.
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