Anteseden dan Konsekuensi dari Brand Attachment pada Mobile Banking
Abstract
The purpose of this study is to obtain related empirical evidence to analyze the positive influence of usability, security/privacy, interactivity on brand attachment, the positive influence of usability, security/privacy, interactivity on word of mouth, and the positive influence of brand attachment on word of mouth . The sampling technique in this study used purposive sampling with the criteria for respondents being individuals who are individual consumers as m-banking users. In this study using primary data obtained through a questionnaire created using Google Form and distributed to 207 respondents. The results of this study indicate that there is a positive influence of usability, security/privacy, interactivity on brand attachment, a positive influence of usability, security/privacy, interactivity on word of mouth, and a positive influence of brand attachment on word of mouth.
References
Ansori, A. (2017). Penerapan E-Banking Syariah Pada Sistem Informasi Manajemen Perbankan Syariah, Banque Syar'i : Jurnal llmiah Perbankan Syariah.Vol 3(1).
Casaló, L V., & Flavián., & Carlos., & Guinalíu., & Miguel. (2008). The role of satisfaction and website usability in developing customer loyalty and positive word of mouth in the e-banking. https://www.researchgalte.net/publication/238758773_The_role_of_satisfaction_and_website_usalbility_in_developing_customer_loyallty_alnd_positive_word-of-mouth_in_the_e-balnking_services
Denariansyalh, M E. (2015). Pengaruh Citra Merek dan Nilai yang Dirasa Terhadap Word Of Mouth (WOM) dengan Mediasi Kepuasan Nasalbah Talbungan BCA di Suralbaya. http://eprints.perbanas.ac.id/888/2/COVER.pdf
Rajaobelina, L., & Prom Tep, S., & Arcand, M., & Ricard, L. (2021). The relationship of brand attachment and mobile banking service quality with positive word-of-mouth. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-02-2020-2747.
Sekaran., & Bougie. (2016). Research Methods for Business: A Skill Building Approach Seventh Edition. Wiley. United States of America.
Yu, J., & Zo, H., & Kee Choi, M., & P. Ciganek, A. (2013). User Acceptance of Location-based Social Networking Services: An Extended Perspective of Perceived Value. https://www.emerald.com/insight/content/doi/10.1108/OIR-12-2011-0202/full/html.
