CITRA BANK DAN LOYALITAS NASABAH : PERAN MEDIASI KEPUASAN PADA BRI KCP PANAM
Abstract
Fluktuasi jumlah nasabah giro di BRI KCP Panam, yang meningkat pada tahun 2023 namun menurun signifikan pada tahun 2024, menunjukkan adanya indikasi penurunan loyalitas nasabah yang perlu dikaji lebih mendalam. Fokus utama penelitian ini adalah menganalisis sejauh mana citra bank berdampak pada kepuasan dan loyalitas nasabah giro, serta menguji peran kepuasan sebagai variabel perantara. Pendekatan penelitian yang diterapkan ialah metode kuantitatif dengan teknik sensus, melibatkan 198 nasabah giro aktif pada tahun 2024. Pengumpulan Data diperoleh melalui penyebaran kuesioner dengan skala Likert, lalu dianalisis dengan SPSS versi 27 serta SmartPLS versi 3 melalui pengujian measurement model dan structural model. Temuan penelitian mengindikasikan bahwa itra bank berperan secara signifikan dalam meningkatkan kepuasan maupun loyalitas nasabah, sedangkan kepuasan juga terbukti berperan signifikan dalam meningkatkan loyalitas, serta memediasi hubungan citra bank dengan loyalitas. Temuan ini menegaskan bahwasanya reputasi lembaga perbankan yang positif dapat memperkuat kepuasan dan loyalitas nasabah giro. Implikasi penelitian merekomendasikan agar manajemen memperkuat citra perusahaan melalui peningkatan kualitas layanan, reputasi yang konsisten, dan komunikasi yang efektif guna menjaga kepuasan serta mempertahankan loyalitas nasabah di tengah persaingan perbankan.
References
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Malki, D., Bellahcene, M., Latreche, H., Terbeche, M., & Chroqui, R. (2023). How social CRM and customer satisfaction affect customer loyalty. Spanish Journal of Marketing - ESIC, 28(4), 465–480. https://doi.org/10.1108/SJME-09-2022-0202
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Rustamana, A., Wahyuningsih, P., Azka, M. F., & Wahyu, P. (2024). Penelitian Metode Kuantitatif. Sindoro Cendikia Pendidikan, 5(6), 1–10.
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Wijaya, I. G. N. S., Triandini, E., Kabnani, E. T. G., & Arifin, S. (2021). E-commerce website service quality and customer loyalty using WebQual 4.0 with importance performances analysis, and structural equation model: An empirical study in shopee. Register: Jurnal Ilmiah Teknologi Sistem Informasi, 7(2), 107–124. https://doi.org/10.26594/register.v7i2.2266
Winarto, C., Daga, R., & Samad, A. (2024). Pengaruh Kualitas Pelayanan, Harga Dan Biaya Terhadap Loyalitas Melalui Kepuasan Nasabah Kredit Pada Bank Danamon Sulampua. JEMMA (Journal of Economic, Management and Accounting), 7(2), 184–195. https://doi.org/10.35914/jemma.v7i2.2891
Al Satria, M. I., & Firmansyah, F. (2024). Pengaruh Brand Image Dan Brand Trust Terhadap Loyalitas Anggota. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), 401–414. https://doi.org/10.31955/mea.v8i1.3690
Alam, M. M. D., & Noor, N. A. M. (2020). The Relationship Between Service Quality, Corporate Image, and Customer Loyalty of Generation Y: An Application of S-O-R Paradigm in the Context of Superstores in Bangladesh. SAGE Open, 10(2). https://doi.org/10.1177/2158244020924405
Alidha, M., Sari, A. P., Sopiatunnisa, R., & ...ournal of Applied Sciences(CJAS). (2024). Analisis Dampak Digitalisasi Layanan Perbankan terhadap Loyalitas Nasabah di Era Revolusi Industri 4.0. Contemporary …, 2(3), 203–216. https://journal.formosapublisher.org/index.php/cjas/article/view/9681%0Ahttps://journal.formosapublisher.org/index.php/cjas/article/download/9681/9553
Andriani, M., Ilaahi, S., Rofianto, W., & Wardani, D. (2024). Penerapan Dukungan Teknologi Dalam Meningkatkan Loyalitas Nasabah Pada Banking Super-APP Platform. Jurnal Keuangan Dan Perbankan, 21(1), 79–98. https://doi.org/10.35384/jkp.v21i1.608
Aningsy, A. F., Astuty, S., Retno, D., & Hastuti, D. (2025). Faktor Sosial Ekonomi yang Mempengaruhi Minat Penggunanna Mobile Bangking BRIMO ( Studi Kasus : Nasabah PT Bank Rakyat Indonesia Kantor Cabang Watampone ). 5(April).
Araújo, J., Pereira, I. V., & Santos, J. D. (2023). The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction. Administrative Sciences, 13(5). https://doi.org/10.3390/admsci13050118
Arthasari, M. S. R. (2025). Pengaruh Kualitas Pelayanan, Citra Perusahaan, Dan Kepercayaan Terhadap Loyalitas Nasabah Bri Unit Denbantas Kabupaten Tabanan. 7, 1–106. http://repo.undiksha.ac.id/id/eprint/22771
Candra Susanto, P., Ulfah Arini, D., Yuntina, L., Panatap Soehaditama, J., & Nuraeni, N. (2024). Konsep Penelitian Kuantitatif: Populasi, Sampel, dan Analisis Data (Sebuah Tinjauan Pustaka). Jurnal Ilmu Multidisplin, 3(1), 1–12. https://doi.org/10.38035/jim.v3i1.504
Chen, C. C., Khan, A., Hongsuchon, T., Ruangkanjanases, A., Chen, Y. T., Sivarak, O., & Chen, S. C. (2021). The role of corporate social responsibility and corporate image in times of crisis: The mediating role of customer trust. International Journal of Environmental Research and Public Health, 18(16). https://doi.org/10.3390/ijerph18168275
Dewi, R. S. M. W. ; V. I. (2025). Pengaruh Kualitas Layanan Digital Banking Terhadap Kepuasan Pelanggan Dengan Moderasi Kepercayaan Merek : Pada Generasi Mz. JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Vol. 9 No. 1, 2025. 9(1), 2380–2405.
Fitriani et al. (2024). Hubungan Kualitas Pelayanan dan Kepercayaan dengan Loyalitas Nasabah Indonesia : Pendekatan Kuantitatif pada Nasabah Bank Syariah Indonesia. YUME: Journal of Management, 7(3), 1107–1115. https://journal.stieamkop.ac.id/index.php/yume/article/download/7528/5017
Gazi, M. A. I., Mamun, A. Al, Masud, A. Al, Senathirajah, A. R. bin S., & Rahman, T. (2024). The relationship between CRM, knowledge management, organization commitment, customer profitability and customer loyalty in telecommunication industry: The mediating role of customer satisfaction and the moderating role of brand image. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100227. https://doi.org/10.1016/j.joitmc.2024.100227
Irawan, S. B., Sahetapy, W., & Nurlela. (2024). Analisis Pengaruh Kualitas Pelayanan, Nilai yang Diterima, dan Citra Perusahaan terhadap Kepuasan Nasabah Tabungan di PT. Bank Syariah Indonesia (BSI) Kota Sorong. Jurnal EMT KITA, 8(1), 254–262. https://doi.org/10.35870/emt.v8i1.2093
Khoo, K. L. (2022). A study of service quality, corporate image, customer satisfaction, revisit intention and word-of-mouth: evidence from the KTV industry. PSU Research Review, 6(2), 105–119. https://doi.org/10.1108/PRR-08-2019-0029
Kurnia, M. P. (2022). Pengaruh Customer Engagement dan Pemanfaatan Teknologi BRImo Terhadap Kepuasan Serta Dampaknya Pada Loyalitas Nasabah Bank BRI Kantor Cabang Jelambar. J-MD: Jurnal Manajemen Dakwah, 3(2), 70–89. https://doi.org/10.24260/j-md.v3i2.890
Le, T. T. (2023). Corporate social responsibility and SMEs’ performance: mediating role of corporate image, corporate reputation and customer loyalty. International Journal of Emerging Markets, 18(10), 4565–4590. https://doi.org/10.1108/IJOEM-07-2021-1164
Malki, D., Bellahcene, M., Latreche, H., Terbeche, M., & Chroqui, R. (2023). How social CRM and customer satisfaction affect customer loyalty. Spanish Journal of Marketing - ESIC, 28(4), 465–480. https://doi.org/10.1108/SJME-09-2022-0202
Mansoor, M., Paul, J., Khan, T. I., Abukhait, R., & Hussain, D. (2025). Customer evangelists: Elevating hospitality through digital competence, brand image, and corporate social responsibility. International Journal of Hospitality Management, 126(January), 104085. https://doi.org/10.1016/j.ijhm.2025.104085
Nada Alfiyyah, R., Suryani, S., & Nugraheni, S. (2021). Pengaruh Citra Perusahaan, Harga, Dan Promosi Terhadap Minat Menggunakan Hasanah Card Bank Bni Syariah Depok. Jurnal Adz-Dzahab: Jurnal Ekonomi Dan Bisnis Islam, 6(2), 125–140. https://doi.org/10.47435/adz-dzahab.v6i2.646
Nguyen, N. X., Tran, K., & Nguyen, T. A. (2021). Impact of service quality on in-patients’ satisfaction, perceived value, and customer loyalty: A mixed-methods study from a developing country. Patient Preference and Adherence, 15, 2523–2538. https://doi.org/10.2147/PPA.S333586
Rustamana, A., Wahyuningsih, P., Azka, M. F., & Wahyu, P. (2024). Penelitian Metode Kuantitatif. Sindoro Cendikia Pendidikan, 5(6), 1–10.
Saputra, M. S., & Nurjihadi, M. (2023). Sikap Mahasiswa dalam Adopsi Aplikasi Keuangan BRIMO dengan Pendekatan Technology Acceptance Model (TAM). BIOS : Jurnal Teknologi Informasi Dan Rekayasa Komputer, 4(1), 18–24. https://doi.org/10.37148/bios.v4i1.59
Sugiyono. (2020). Metode penelitian kuantitatif kualitatif dan R&D. Alfa Beta.
Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon, 10(16), e36254. https://doi.org/10.1016/j.heliyon.2024.e36254
Watson, A., Perrigot, R., & Dada, O. (2024). The effects of green brand image on brand loyalty: The case of mainstream fast food brands. Business Strategy and the Environment, 33(2), 806–819. https://doi.org/10.1002/bse.3523
Wijaya, I. G. N. S., Triandini, E., Kabnani, E. T. G., & Arifin, S. (2021). E-commerce website service quality and customer loyalty using WebQual 4.0 with importance performances analysis, and structural equation model: An empirical study in shopee. Register: Jurnal Ilmiah Teknologi Sistem Informasi, 7(2), 107–124. https://doi.org/10.26594/register.v7i2.2266
Winarto, C., Daga, R., & Samad, A. (2024). Pengaruh Kualitas Pelayanan, Harga Dan Biaya Terhadap Loyalitas Melalui Kepuasan Nasabah Kredit Pada Bank Danamon Sulampua. JEMMA (Journal of Economic, Management and Accounting), 7(2), 184–195. https://doi.org/10.35914/jemma.v7i2.2891
Published
2025-11-10
How to Cite
Khandra, Y., Sefnedi, S., Kamener, D., & Dharma, S. (2025). CITRA BANK DAN LOYALITAS NASABAH : PERAN MEDIASI KEPUASAN PADA BRI KCP PANAM. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(3), 1692-1703. https://doi.org/10.31955/mea.v9i3.6474
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