PENGARUH SALES PROMOTION DAN DIRECT MARKETING TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL MEDIASI( Studi Pada Nasabah Kredit Bank Jateng Majenang )

Jamaludin, Amy Maulana (2025) PENGARUH SALES PROMOTION DAN DIRECT MARKETING TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL MEDIASI( Studi Pada Nasabah Kredit Bank Jateng Majenang ). Thesis thesis, Universitas BPD.

	Text DAFTAR PUSTAKA.pdf Download (226kB)
	Text TESIS AMY.pdf Download (441kB)

Abstract

Abstract This study analyzes the influence of sales promotion and direct marketing on customer loyalty with customer engagement as a mediating variable (customer study at Bank Jateng Majenang). The research method used is a quantitative survey, involving 100 respondents selected through purposive sampling, consisting of credit customers who have at least twice entered into credit agreements with current credit quality. Data were analyzed using the Partial Least Squares (PLS) method with SmartPLS software version 4. The results show that sales promotion (β = 0.278, p < 0.05) and direct marketing (β = 0.473, p < 0.05) directly and significantly influence customer loyalty. Furthermore, sales promotion (β = 0.425, p < 0.05) and direct marketing (β = 0.528, p < 0.05) also positively and significantly influence customer engagement, which in turn has a significant impact on customer loyalty (β = 0.230, p < 0.05). Customer engagement has been shown to mediate the influence of sales promotion (β = 0.098, p < 0.05) and direct marketing (β = 0.121, p < 0.05) on customer loyalty. In conclusion, sales promotion and direct marketing are important factors in building customer closeness and loyalty. Therefore, bank management can improve sales promotion and direct marketing to build more personal relationships with customers, so that customers feel more comfortable and confident when transacting or applying for credit at Bank Jateng Majenang. Keywords: sales promotion, direct marketing, customer engagement, and customer loyalty

Item Type:	Thesis (Thesis)
Additional Information:	Penelitian ini menganalisis pengaruh sales promotion dan direct marketing terhadap customer loyalty dengan customer engagement sebagai variabel mediasi (studi nasabah di Bank Jateng Majenang). Metode penelitian yang digunakan adalah survei kuantitatif, melibatkan 100 responden yang dipilih melalui purposive sampling, terdiri dari nasabah kredit yang setidaknya dua kali melakukan perjanjian kredit dengan kualitas kredit lancar. Data dianalisis menggunakan metode Partial Least Squares (PLS) dengan perangkat lunak SmartPLS versi 4. Hasilnya menunjukkan bahwa sales promotion (β=0,278, p<0,05) dan direct marketing (β=0,473, p<0,05) secara langsung dan signifikan memengaruhi customer loyalty. Selanjutnya, sales promotion (β=0,425, p<0,05) dan direct marketing (β=0,528, p<0,05) juga secara positif dan signifikan memengaruhi customer engagement, yang pada gilirannya berdampak signifikan pada customer loyalty (β=0,230, p<0,05). Customer engagement terbukti memediasi pengaruh sales promotion (β = 0,098, p < 0,05) dan direct marketing (β = 0,121, p < 0,05) terhadap customer loyalty. Kesimpulannya, sales promotion dan direct marketing merupakan faktor penting dalam membangun kedekatan dan loyalitas nasabah. Oleh karena itu, Manajemen Bank dapat meningkatkan sales promotion dan direct marketing untuk membangun hubungan yang lebih personal dengan nasabah sehingga nasabah merasa lebih nyaman dan percaya untuk bertransaksi ataupun melakukan pengajuan kredit di bank jateng majenang.
Uncontrolled Keywords:	sales promotion, direct marketing, customer engagement, and customer loyalty
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	16 Oct 2025 04:55
Last Modified:	16 Oct 2025 04:55
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/2766

Actions (login required)

View Item