Pengaruh Citra Perusahaan Dan Persepsi Harga Terhadap Loyalitas Nasabah Dengan Mediasi Kepercayaan Nasabah (Studi Pada Nasabah Bni Life Regional Office Semarang)
DOI:
https://doi.org/10.31539/costing.v7i5.11820Keywords:
Company Image, Price Perception, Customer Trust, Customer LoyaltyAbstract
The research is a literature review that analyzes the influence model of corporate image and influencer endorsement on customer loyalty through customer trust. The focus of research on customer loyalty BNI Life Regional Office Semarang is based on research gaps that arise from previous research, namely: Budiyanti's research, (2023) concluded, there is a positive influence between customer trust on customer loyalty, but Tandiwijaya and Pusparini, (2022) did not show a significant effect of customer trust on customer loyalty. Based on this research gap, this research on BNI Life Regional Office Semarang tends to support Budiyanti's research, (2023) which states that customer trust has a positive effect on customer loyalty. The phenomenon gap in this study is that there was a decrease in both the number of policies and the number of agents in 2016-2018 and the 2019-2022 period due to reduced agents and customer loyalty to BNI - Life. The results of this study indicate that company image has a positive effect on customer trust and customer loyalty, price perceptions have a positive effect on customer trust and customer loyalty, and customer trust has a positive effect on customer loyalty. Customer trust is able to mediate the effect of company image and price perception on customer loyalty. Suggestions for future research need to add other variables that affect customer loyalty. Suggested variables are: customer experience, brand equity and so on. Future research suggestions need to use comparisons to find out the position of PT BNI Life Insurance Regional Office Semarang with its competitors in increasing customer loyalty, by examining Axa Mandiri, BCA Life and so on.
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Ninnasi Muttaqiin, Reizano Amri Rasyid,Candraningrat (2021), Pengaruh citra (images) kepuasan konsumen (customer satisfaction), kepercayaan konsumen (customer trust) dan Loyalitas konsumen (customer loyalty) pada perusahaan agen asuransi di Surabaya, Jurnal Bisnis Ekonomi
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Rammile, N dan J Nel, (2012), Understanding resistance to cell phone banking adoption through the application of the technology acceptance model (TAM), African Journal of Bussiness Management,
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Samar Rahi (2016), Impact of Customer Value, Public Relations Perception and Brand Image on Customer Loyalty in Services Sector of Pakistan, International Journal Research
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Soegihono, A. and John Tampil Purba (2022), Impact of Brand Image, Price, Customer Oriented Services On Customer Buying Decision With Brand Trust as Mediation Variables in Prudential Insurance Co, e Journal
Soegihono, A and John Tampil Purba (2022), Analisis mekanisme pembiayaan premi dan pemajuan klaim asuransi kendaraan bermotor terhadap tingkat kepercayaan nasabah pada PT. Asuransi Umum Bumi Putera Muda 1967 Cabang Syariah Bandar Lampung, Jurnal Riset Ekonomi
Tandiwijaya, Rico; Yanti Puspa Rini, (2022), Pengaruh Gaya Hidup, Kualitas Pelayanan, dan Kepercayaan Terhadap Loyalitas Pelanggan Tiket Hotel pada Aplikasi Pegipegi (Studi Kasus pada Pelanggan di Kota Tangerang), Prosiding: Ekonomi dan Bisnis
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Andreassen, T.W. Lindestad, B. (1997). Customer Loyalty and Complex Services: The Impact of Corporate Image on Quality, Customer Satisfaction and Loyalty for Customers With Varying Degrees of Service Expertise. International Journal of Service Industry Management. 9(1):7–23
Budiyanti, Theresia, (2023), The Effect of trust on loyalty mediated by customer satisfaction and commitment, JRSSEM 2023, Vol. 03, No. 05, 1216 – 1238 E-ISSN: 2807 - 6311, P-ISSN: 2807 - 6494
Cahyono, E. 2019. Analisis Website Quality Trust dan Loyalty Pelanggan Online Shop. Jakarta : Kencana Shimp
Chen, H. K., Yeh, H. R., & Huang, M. W. (2008). The Influences Of Advertising Endorser, Brand Image, Brand Equity, Price Promotion, On Purchase Intention- The Mediating Effect Of Advertising Endorser. The Journal of Global Business Management, 5(1)
Cherstiawan, Alvin, (2023), Pengaruh Kepercayaan, Persepsi Harga, dan Promosi Dalam Keputusan Pembelian di Tokopedia pada Mahasiswa Universitas Kristen Krida Wacana, Universitas Kristen Krida Wacana
Davis,F.D. 1989. ”Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology”. MIS Quarterly.Vol. 13 No. 5: pp319-339
Fayola Issalillah, Rafadi Khan Khayru (2023), The effect of insurance premiums and brand image on interest to be an insurance Customer, e Journal
Fayumi, Ah. dan Endang Tjahjaningsih (2015), Pengaruh citra perusahaan dan kepuasan terhadap kepercayaan dan dampaknya pada loyalitas (studi pada nasabah asuransi prudential pru vision kabupaten pati), Jurnal dan Bisnis Manajemen
Ferdinand, Augusty. 2016. Stuctural Equation Modelling Dalam Penelitian Manajemen Aplikasi Model-model Rumit Dalam Penelitian Untuk Tesis Magister dan Disertasi Doktor, semarang: BP UNDIP
Ghozali, Imam 2021. Aplikasi Analisis Multivariate dengan Program SPSS. Samarang: Badan Penerbit Universitas Diponegoro
Hart, Allison E. and Rosenberger III, Philip J. (2004) “The Effect of Corporate Image in the Formation of Customer Loyalty: An Australian Replication”, Australasian Marketing
Hidayaturohmah, Syafira Nur; Ali Maskur, (2023), The Effect Of Price Perception, Product Quality, And Consumer Trust On Purchase Decision (Studies On Prima Komputer’s Consumers At Demak), Management Studies and Entrepreneurship Journal Vol 4(4) 2023 : 3633-3643
Hu, Hsin Hui; Jay Kandampully dan Juwaheer. (2007), Do hoteliers need to manage image to retain loyal customers?. International Journal of Contemporary Hospitality Management, 19 (6) , 435-443.
Jalil, Abdul, Aina. 2021. Combining price and store atmosphere to make and purchase decisions in Dining cafe, Internasional Journal of Research in Marketing, Vol.5, No.1
Jap, Jimmy dan Keni Keni (2023), Pengaruh citra perusahaan dan kepuasan nasabah Terhadap kesetiaan n nasabah: Kepercayaan sebagai variabel mediasi, Jurnal Riset Pemasaran
Kartika Imasari Tjiptodjojo (2023), Dampak pengetahuan produk dan citra merek terhadap minat beli yang dimediasi oleh kepercayaan konsumen, Jurnal Ekonomi dan Bisnis
Kotler philip, 2001, Manajemen Perusahaan, Erlangga, Jakarta
Kustiadi Basuki dan Noviana Devi (2016), Pengaruh citra perusahaan dan promosi penjualan terhadap kepuasan nasabah dengan kepercayaan nasabah sebagai variabel mediasi pada PT. Alianz Life Indonesia di Jakarta, Jurnal Ekonomi
Kusmayadi. (2007). Pengaruh Relationship Quality Terhadap Loyalitas Nasabah Tabungan STIE STAN Indonesia mandiri. Jurnal Manajemen Bisnis 2 (1): 45- 48
Kurniasih, Iis, Juardi (2022), Pengaruh inovasi produk dan penetapan tarif premi Terhadap loyalitas nasabah Asuransi Kecelakaan PT BNI Life Insirance di Jakarta, Jurnal Bisnis Ekonomi
Lai, Fujian, Mitch Griffin, & Barry J. Babin. 2009). How quality, value image, and (satisfaction create loyalty at a Chinese telecom. Journal of Business Research. 62 (2009) 980-986
Lusiah, dkk. (2018). “Pengaruh Kualitas Pelayanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Jasa Transportasi Online”. Jurnal Ekonomi Vol.XXIV No.02 Juli 2018
Mahendra, Denny; Jarot Santosa, Aris Tri Haryanto (2021), Peran Mediator Kepuasan Terhadap Loyalitas Yang Ditinjau Dari Aspek Kualitas Pelayanan, Harga Dan Produk Pada Pt. Bni Life Insurence Solo, Jurnal Bisnis Ekonomi
Miftahur Rahman Hafid, Yusram Adi, Ansar Taufik (2023), Pengaruh Produk, Harga, Distribusi Jasa Asuransi Syariah dalam Meningkatkan Loyalitas Nasabah Pada Kantor Agency Pru Cahaya Madani PT. Prudential Makassar, Jurnal Ekonomi dan Bisnis
Nha Nguyen, Andre LeClerc, Gaston LeBlanc (2013) The Mediating Role of Corporate Image and Service Quality on Customer Satisfaction, Journal of Service and Management, Vol. 16 no. 2, 2013
Ninnasi Muttaqiin, Reizano Amri Rasyid,Candraningrat (2021), Pengaruh citra (images) kepuasan konsumen (customer satisfaction), kepercayaan konsumen (customer trust) dan Loyalitas konsumen (customer loyalty) pada perusahaan agen asuransi di Surabaya, Jurnal Bisnis Ekonomi
Prihantoro, M. Wahyu, (2013), Manajemen Pemasaran dan Tata Usaha Asuransi Edisi Pertama, Kanusius, Yogyakarta
Paramananda N, Km. Agus Satria P (2015), Pengaruh tarif premi, kualitas pelayanan, daya tarik iklan, dan citra merek terhadap loyalitas nasabah, Jurnal Bisnis Ekonomi
Rammile, N dan J Nel, (2012), Understanding resistance to cell phone banking adoption through the application of the technology acceptance model (TAM), African Journal of Bussiness Management,
Ranaweera, C. and Neely, A. (2003), "Some moderating effects on the service quality‐customer retention link", International Journal of Operations & Production Management, Vol. 23
Rohaizah Abd. Latif, Chong Fei Yoong, Lim Wie Ghee, Khor Kim Sam, Muhammad Fahmi Wong Hon Wee, Soon Lee Voon (2023), The Relationship between Service Quality, Perceived Value, Corporate Image, Complaint Behaviour, Role of Agent and Customer Satisfaction in Life Insurance Services in Klang Valley, Malaysia, International Journal Research
Reichheld, F.F. (1996) The Loyalty Effect. Harvard Business School Press,
Samar Rahi (2016), Impact of Customer Value, Public Relations Perception and Brand Image on Customer Loyalty in Services Sector of Pakistan, International Journal Research
Saravanakumar, & Lakshmi, S. (2014). Social Media Marketing. Life Science Journal, 4445
Schiffman dan Kanuk. 2007. Perilaku Konsumen. Edisi Kedua. Jakarta: PT. Indeks Gramedia
Siyal, Abdul Waheed, Chen HongZhuan, dan Chen Gang, (2019), From Consumer Satisfaction to Recommendation of Mobile App–Based Services: An Overview of Mobile Taxi Booking Apps, Sage Journals
Soegihono, A. and John Tampil Purba (2022), Impact of Brand Image, Price, Customer Oriented Services On Customer Buying Decision With Brand Trust as Mediation Variables in Prudential Insurance Co, e Journal
Soegihono, A and John Tampil Purba (2022), Analisis mekanisme pembiayaan premi dan pemajuan klaim asuransi kendaraan bermotor terhadap tingkat kepercayaan nasabah pada PT. Asuransi Umum Bumi Putera Muda 1967 Cabang Syariah Bandar Lampung, Jurnal Riset Ekonomi
Tandiwijaya, Rico; Yanti Puspa Rini, (2022), Pengaruh Gaya Hidup, Kualitas Pelayanan, dan Kepercayaan Terhadap Loyalitas Pelanggan Tiket Hotel pada Aplikasi Pegipegi (Studi Kasus pada Pelanggan di Kota Tangerang), Prosiding: Ekonomi dan Bisnis
Tangguh Kurniawan (2016), Analisis Pengaruh Kualitas Jasa, Citra Perusahaan, Kepuasan Dan Kepercayaan Terhadap Loyalitas Tertanggung PT. Asuransi Jasindo (Persero) Cabang Yogyakarta, Jurnal Ekonomi dan Bisnis
Vernando Satria Wijaya dan Yohan Wismantoro (2017), Pengaruh kualitas produk dan persepsi harga terhadap kepuasan nasabah Melalui kepercayaan nasabah Asuransi Jiwa Sraya Cabang Kudus, Jurnal Bisnis Ekonomi
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2024-09-03
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