Pengaruh Customer Engagement dan Customer Experience Terhadap Loyalitas Nasabah BCA Dimoderasi Kepuasan
DOI:
https://doi.org/10.51903/ekvpmr10Keywords:
Customer Engagement, Customer Experience, Customer Satisfaction, Customer Loyalty, PLS-SEMAbstract
This study aims to analyze the influence of customer engagement and customer experience on the loyalty of Bank Central Asia (BCA) customers in Mataram City, with customer satisfaction serving as a moderating variable. The study employed a quantitative associative design. The population consisted of BCA customers in Mataram City, with 100 respondents selected using purposive sampling. Data were collected through a five-point Likert questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that customer engagement has a positive and significant effect on customer loyalty, with a path coefficient of 0.488, t-statistic of 3.814, and p-value of 0.000. Customer experience has a positive direction but does not significantly affect loyalty, with a path coefficient of 0.187, t-statistic of 1.130, and p-value of 0.259. Customer satisfaction also does not significantly moderate the relationship between customer engagement and loyalty (coefficient 0.033; t-statistic 0.231; p-value 0.818) or between customer experience and loyalty (coefficient -0.017; t-statistic 0.113; p-value 0.910). The structural model explains 75.8% of the variance in customer loyalty (R² = 0.758), while Q² = 0.502 indicates strong predictive relevance. The findings imply that BCA should prioritize strengthening customer engagement through interaction quality, digital service optimization, communication, and sustainable relationship building.
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