Pengaruh Srategi Komunikasi CSR Bank BRI Melalui Aplikasi Brimo Terhadap Loyalitas Nasabah di Kalangan Mahasiswa UNPAD PSDKU Melalui Media Kepercayaan dan Kepuasan
DOI:
https://doi.org/10.62180/wkd40c39Keywords:
BRImo, CSR , Kepercayaan , Kepuasan nasabahAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh strategi komunikasi Corporate Social Responsibility (CSR) Bank BRI melalui aplikasi BRImo terhadap loyalitas nasabah di kalangan mahasiswa Universitas Padjadjaran PSDKU, dengan mempertimbangkan peran mediasi kepercayaan dan kepuasan nasabah. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik Structural Equation Modeling (SEM) untuk menganalisis data kuesioner yang diperoleh dari responden. Hasil penelitian menunjukkan bahwa komunikasi CSR melalui aplikasi BRImo memiliki pengaruh positif yang signifikan terhadap loyalitas nasabah, baik secara langsung maupun melalui mediasi kepercayaan dan kepuasan. Aplikasi BRImo juga terbukti sebagai saluran komunikasi digital yang efektif untuk menyampaikan berbagai inisiatif CSR Bank BRI secara transparan dan informatif, sehingga memperkuat hubungan antara bank dan nasabah. Dalam konteks persaingan ketat di industri perbankan, penelitian ini menyoroti pentingnya CSR dalam meningkatkan kepercayaan dan kepuasan nasabah, yang pada akhirnya memperkuat loyalitas mereka. Temuan ini memberikan rekomendasi bagi perbankan untuk terus memanfaatkan teknologi digital dalam membangun hubungan jangka panjang yang lebih mendalam dengan pelanggan.
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