PENGARUH CED TERHADAP LOYALITAS DENGAN SMMA SEBAGAI VARIABEL MODERASI (STUDI KASUS GEN Z PENGGUNA M-BANKING BANK SYARIAH DI YOGYAKARTA)

Chafizh Haedar Yunus, NIM.: 20108020006 (2024) PENGARUH CED TERHADAP LOYALITAS DENGAN SMMA SEBAGAI VARIABEL MODERASI (STUDI KASUS GEN Z PENGGUNA M-BANKING BANK SYARIAH DI YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to examine the role of Social Media Marketing Activities (SMMAs) in influencing Customer Equity Drivers on Customer Loyalty among 186 Generation Z customers of Islamic banking who use mobile banking in the Special Region of Yogyakarta. The data were analyzed using factor analysis, and the hypotheses were tested using the SEM-PLS model. The study reveals three main findings. First, the Customer Equity Drivers (Brand Equity, Value Equity, and Relationship Equity) and Social Media Marketing Activities significantly influence customer loyalty in Islamic banking. Second, Social Media Marketing Activities can moderate the effect of Value Equity on customer loyalty in Islamic banking. Third, Social Media Marketing Activities do not moderate the effects of Brand Equity and Relationship Equity on customer loyalty in Islamic banking. This study identifies five dimensions of SMMAs perceived by Islamic banks. Additionally, it introduces the S-O-R model as a theoretical framework supporting the relationship between Customer Equity Drivers and Customer Loyalty through Social Media Marketing Activities. Thus, this research presents SMMAs as a moderating variable, which is commonly used as a mediating variable in similar stu

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