PERSONAL SELLING AND DIGITAL MARKETING AS CRUCIAL FACTORS IN MAXIMIZING CUSTOMER SATISFACTION THROUGH PERCEIVED VALUE IN THE USAGE OF M-BANKING APPLICATION

Abimanyu Tuwuh Sembhodo, Adya Hermawati, Endang Fatmawati, I Wayan Ruspendi Junaedi, Shujahat Ali

Abstract


The use of mobile banking applications supports the level of customer satisfaction of BPR Lembah Artha. The growth in the use of mobile banking shows customer satisfaction and the success of digital marketing. The research aims to find out that the relationship between personal selling and digital marketing can increase perceived value, personal selling relationships, digital marketing, and the perceived value of users of mbanking applications users. Perceived value can mediate personal selling on customer satisfaction, and perceived value can mediate digital marketing on satisfied customers. The quantitative approach is used as a research approach. Data were collected by questionnaire. The data collected were analyzed to determine the effect between variables, and the analysis technique was Partial Least Square (PLS). The research was conducted at BPR Lembah Artha. The research subjects are BPR Lembah Artha customers who use the Mobile Banking application. The object of research is a review of the effect of personal selling and digital marketing on customer satisfaction by mediating value perceptions. The sampling technique is purposive sampling. The results show that personal selling and digital marketing affect perceived value; personal selling, digital marketing, and perceived value affect satisfaction. Perceived value can mediate the effect of personal selling on customer satisfaction/users of the m-banking application. Perceived value can mediate the effect of digital marketing on customer satisfaction/users of the m-banking application. Better personal selling and digital marketing can improve customer perceptions of value. Good value perception is indicated by customer satisfaction and supports personal selling.

Keywords


Personal Selling, Digital Marketing, Perceived Value, Customer Satisfaction

Full Text:

PDF

References


Astutik, P., Daniel, D., Fridayanto, S., and Kusbandono, H. 2021. Pengaruh Digital Marketing, Perceived Quality dan Personal Selling terhadap Penjualan Produk Tahu (Studi Kasus: Pengrajin Tahu di Kediri). Jurnal Riset Entrepreneurship, 4(1), pp. 10– 18.

Dewi, N. P. D. M., Wimba, I. G. A., and Dewi, I. A. S. 2021. Pengaruh Sales Promotion, Personal Selling, dan Direct Marketing terhadap Keputusan Pembelian Makanan dan Minuman di Padma Resort Legian. Widya Amrita: Jurnal Manajemen, Kewirausahaan Dan Parwisata, 1(1), pp. 86–93.

El-Adly, M. I. 2019. Modeling the Relationship between Hotel Perceived Value, Customer Satisfaction, and Customer Loyalty. Journal of Retailing and Consumer Services, 50, pp. 322–332.

El-Haddadeh, R., Weerakkody, V., Osmani, M., Thakker, D., and Kapoor, K. K. 2019. Examining Citizens’ Perceived Value of the Internet of Things Technologies in Facilitating Public Sector Services Engagement. Government Information Quarterly, 36(2), pp. 310–320.

Fatimah, S. 2021. Pengaruh Direct Marketing dan Personal Selling terhadap Keputusan Anggota dalam Memilih Produk Pembiayaan Lasisma di BMT NU Jawa Timur Cabang Tlanakan Pamekasan. Institut Agama Islam Negeri Madura.

Fitria, A. and Munawar, A. 2021. Pengaruh Penggunaan Internet Banking, Mobile Banking dan SMS Banking terhadap Kepuasan Nasabah Bank BNI. Jurnal Informatika Kesatuan, 1(1), pp. 43–52.

Gan, C. and Wang, W. 2017. The Influence of Perceived Value on Purchase Intention in Social Commerce Context. Internet Research.

Gultom, W., Yulianti, and Djohar. 2016. Pengaruh Service Quality, Product Quality dan Perceived Value Terhadap Kepuasan dan Loyalitas Pelanggan Industri Kayu Perhutani. Jurnal Manajemen dan Agribisnis, 13(2), pp. 109-121. DOI: https://doi.org/10.17358/jma.13.2.109.

Hairunnisa, Widyastuti, S., and Thalib, S. 2020. Pengaruh Mobile Banking Service dan Digital Marketing Terhadap Customer Loyalty melalui Brand Trust Pada PT Bank Negara Indonesia Cabang Cibinong. Jurnal Ekobisman, 5(1), pp. 71-82.

Hilda, W. M. 2018. Pengaruh Advertising, Sales Promotion, Personal Selling, Direct Marketing dan Corporate Image terhadap Keputusan Nasabah Menabung di Bank BRI Syariah Kantor Cabang Pembantu Ungaran. IAIN Salatiga.

Kelvianto, Y. E. 2020. Pengaruh Perceived Valu, Brand Image dan Trust Terhadap Loyalitas Pelanggan. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(2), pp. 6-11. DOI: http://dx.doi.org/10.24912/jmbk. v4i2.7510.

Komala, R. D. and Nellyaningsih, N. 2017. Tinjauan Implementasi Personal Selling pada PT. Astra Internasional Daihatsu Astra Biz Center Bandung pada Tahun 2017. EProceedings of Applied Science, 3(2).

Kurata, H. 2019. Is The Information of Customer Types and Preferences to Personal Selling Worth the Investment in Innovative Technology? A Modeling Approach. Journal of Retailing and Consumer Services, 49, pp. 371–379.

Kurnia, K. and Rifani, R. 2020. The Personal Selling and Digital Marketing on Purchase Decision of Insurance Policy. Economics and Digital Business Review, 1(2), pp. 120–128.

Kusniadji, S. 2018. Kontribusi Penggunaan Personal Selling dalam Kegiatan Komunikasi Pemasaran pada Era Pemasaran Masa Kini. Jurnal Komunikasi, 9(2), pp. 176–183.

Marlius, D. and Putriani, I. 2020. Kepuasan Nasabah PT. Bank Rakyat Indonesia Unit Tapan Cabang Painan dilihat dari Kualitas Layanan Customer Service. Jurnal Pundi, 3(2), pp. 111–122.

Matviiets, O. and Kipen, V. 2021. The Features of Direct Marketing and Personal Selling as a Form of Marketing Communications. VUZF Review, 6(2), pp. 139–145.

Mukarom, Syaepul. 2012 Analisis Pengaruh Nilai Nasabah dan Kualitas Pelayanan Terhadap Kepuasan Nasabah untuk Menciptakan Loyalitas Nasabah. Universitas Diponegoro: Semarang.

Mulyadi, H. and Susanti, F. 2018. Pengaruh Penerapan Strategi Customer Relationship Marketing terhadap Kepuasan Nasabah pada PT. Pro Car International Finance Cabang Padang.

Paesbrugghe, B., Sharma, A., Rangarajan, D., and Syam, N. 2018. Personal Selling and the Purchasing Function: Where Do We Go From Here?. Journal of Personal Selling and Sales Management, 38(1), pp. 123– 143.

Priansa, D. J. 2017. Perilaku Konsumen dalam Persaingan Bisnis Kontemporer. Bandung: Alfabeta.

Serafina, N. 2021. Aktivitas Personal Selling dan Marketing Administration di PT. Pegadaian (Persero) Ciledug. Universitas Multimedia Nusantara.

Sihombing, E. H. and Nasib, N. 2020. The Decision of Choosing Course in the Era of Covid-19 through the Telemarketing Program, Personal Selling, and College Image. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 3(4), pp. 2843–2850.

Sinha, S. K. and Verma, P. 2020. Impact of Sales Promotion’s Benefits on Perceived Value: Does Product Category Moderate the Results?. Journal of Retailing and Consumer Services, 52, 101887.

Sulibhavi, B., and Shivashankar. 2017. The Impact of Brand Image on Customer’s Loyalty towards Private Label Brands: The Mediating Effect of Satisfaction, Hubli-Dharwad Conglomerate City of Karnataka. International Journal of Marketing and Financial Management, 5(8), pp. 43-50.

Sumerta, I. K., Widyagoca, I. G., and Meryawan, I. W. 2019. Online Consumer Behaviour on Using Social Media on E-Commerce, Based on the AISAS Model Approach, Case Study: Bukalapak, Tokopedia, and Blibli.com. International Journal of Advanced Trends in Computer Science and Engineering, 8(15), pp. 234-242. DOI: doi.org/10.30534/ijatcse/2019/4281.52019.

Susetyo, C. R., Nilowardono, S., and Wulandari, A. 2020. Effect of Brand Identity and Brand Image on Customer Loyalty Case Study in Daihatsu Car Consumer. Quantitative Economics and Management Studies (QEMS), 1(1), pp. 25-32. DOI: https://doi.org/10.35877/454RI.qems74.




DOI: http://dx.doi.org/10.21776/ub.jam.2022.020.04.05

Refbacks

  • There are currently no refbacks.