PENGARUH E-CUSTOMER RELATIONSHIP MANAGEMENT (E-CRM) DAN E-TRUST TERHADAP E-LOYALTY NASABAH BANK DIGITAL DI INDONESIA DENGAN E-SATISFACTION SEBAGAI VARIABEL MEDIASI MELALUI PENDEKATAN S-O-R MODEL

Muhammad Ady Mahfuzh, NIM.: 19108020009 (2023) PENGARUH E-CUSTOMER RELATIONSHIP MANAGEMENT (E-CRM) DAN E-TRUST TERHADAP E-LOYALTY NASABAH BANK DIGITAL DI INDONESIA DENGAN E-SATISFACTION SEBAGAI VARIABEL MEDIASI MELALUI PENDEKATAN S-O-R MODEL. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to examine the effect of e-Customer Relationship Management (e-CRM), e-trust, and e-satisfaction on the e-loyalty of digital bank customers in Indonesia. In addition to testing the direct effect of e-loyalty, this research will also examine the indirect effect of e-CRM and e-trust on e-loyalty through e-satisfaction. The construction in this study was built based on the stimulus-organism-response (S-O-R) approach with e-CRM and e-trust acting as the stimulus, e-satisfaction as the organism and e-loyalty as the response. The sample in this study is 130 digital bank customers in Indonesia. This study uses a quantitative method with the PLS-SEM analysis model used software SmartPLS 3.0 analysis tool. The results show that e-CRM, e-trust, and e-satisfaction directly affect e-loyalty. Furthermore, indirectly e-CRM and e-trust affect e-loyalty through e-satisfaction.

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