PENGARUH PEMASARAN DIGITAL, KUALITAS LAYANAN DAN KEPERCAYAAN TERHADAP MINAT NASABAH

Nurmauli Sialagan; Cut Fitri Rostina; Sonia Margaretha  Sitohang; Fauzi Fauzi

doi:10.34127/jrlab.v15i2.2290

Authors

Nurmauli Sialagan PUI Human Resource Management Research and Innovation Center, Universitas Prima Indonesia
Cut Fitri Rostina PUI Human Resource Management Research and Innovation Center, Universitas Prima Indonesia
Sonia Margaretha Sitohang PUI Human Resource Management Research and Innovation Center Universitas, Prima Indonesia
Fauzi PUI Human Resource Management Research and Innovation Center, Universitas Prima Indonesia

DOI:

https://doi.org/10.34127/jrlab.v15i2.2290

Keywords:

Digital Marketing, Service Quality, Trust, Customer Interest, Mobile Banking.

Abstract

This study aims to examine and analyze the effect of digital marketing, service quality, and trust on customer interest in using mobile banking at KCP Bank Sumut Sei Sikambing. This study used a quantitative approach with descriptive quantitative and explanatory research methods. The population consisted of 1,866 customers, with a sample of 100 respondents selected using random sampling techniques and the Slovin formula. Data collection techniques were carried out through questionnaires, interviews, and documentation. Data analysis used multiple linear regression with validity tests, reliability tests, classical assumption tests, t-tests, F-tests, and the coefficient of determination (R²). The results showed that digital marketing, service quality, and trust had a positive and significant effect on customer interest in using mobile banking, both partially and simultaneously. Trust was found to be the most dominant factor in increasing customer interest in using mobile banking. This study is expected to be used as evaluation material for the bank in improving the quality of digital services and customer trust.

References

Albert. (2019). Pengaruh kualitas pelayanan dan promosi penjualan terhadap loyalitas pelanggan produk selang air “FIGO” pada PT. Toraja. Medan: Universitas Prima Indonesia.

Chaffey, Dave, & Chadwick, Fiona Ellis. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Harlow: Pearson Education Limited.

Creswell, John W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). Thousand Oaks, CA: Sage Publications.

Creswell, John W. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). Thousand Oaks, CA: Sage Publications.

Della Naira Manurung. (2019). Analisa E-Banking dalam meningkatkan jasa dan layanan perbankan. Medan: Universitas Prima Indonesia.

Fatihudin, Didin. (2020). Metode Penelitian untuk Ilmu Ekonomi, Manajemen dan Akuntansi. Sidoarjo: Zifatama Publisher.

Fatimah. (2020). Metode Penelitian Kuantitatif. Jakarta: Rajawali Pers.

Herlambang, Aditya, & Dewanti, Putri. (2018). Pengaruh kualitas layanan terhadap minat nasabah menggunakan mobile banking. Jurnal Manajemen dan Bisnis, 7(2), 1–10.

Japarianto, Edwin. (2019). Pengaruh kualitas layanan terhadap minat pelanggan pada sektor jasa. Jurnal Manajemen Pemasaran, 13(1), 1–9.

Jesy. (2019). Pengaruh harga dan kualitas pelayanan terhadap kepuasan tamu kamar hotel Emerald Garden pada PT. Mujur Likalestari Medan. Medan: Universitas Prima Indonesia.

Kotler, Philip, & Keller, Kevin Lane. (2016). Marketing Management (15th ed.). New Jersey: Pearson Education.

Kotler, Philip, & Keller, Kevin Lane. (2017). Manajemen Pemasaran (13th ed.). Jakarta: Erlangga.

Lestari, Ayu, & Hidayat, Rahmat. (2021). Analisis koefisien determinasi dalam penelitian kuantitatif. Jurnal Statistika Indonesia, 5(1), 1–7.

Mayer, Roger C., Davis, James H., & Schoorman, F. David. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734. https://doi.org/10.5465/amr.1995.9508080335

Noor, Juliansyah. (2024). Manajemen Pemasaran Digital dan Perilaku Konsumen. Jakarta: Kencana.

Paramita, Ratna Wijayanti Daniar, Rizal, Noviansyah, & Sulistyan, Rachma Indrarini. (2021). Metode Penelitian Kuantitatif. Lumajang: Widya Gama Press.

Parasuraman, A., Zeithaml, Valarie A., & Berry, Leonard L. (1988). SERVQUAL: A multipleitem scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.

Putri, Amelia, & Hidayat, Rahmat. (2021). Teknik penyusunan kuesioner dalam penelitian kuantitatif. Jurnal Metodologi Penelitian, 3(1), 1–10.

Rahmawati. (2019). Metode Pengumpulan Data dalam Penelitian Sosial. Yogyakarta: Deepublish.

Ramadhan, Fikri, & Putri, Anisa. (2020). Penggunaan uji t dan uji F dalam analisis regresi linear berganda. Jurnal Ekonomi dan Statistik, 4(2), 1–12.

Rizki, Muhammad, et al. (2025). Pengaruh pemasaran digital terhadap minat nasabah pada layanan perbankan digital. Jurnal Manajemen Bisnis, 10(1), 45–56.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Sugiyono. (2017). Metode Penelitian Bisnis. Bandung: Alfabeta.

Tjiptono, Fandy. (2017). Strategi Pemasaran (4th ed.). Yogyakarta: Andi Offset.

Wulandari, Siti, et al. (2020). Teknik wawancara dalam penelitian sosial. Jurnal Penelitian Pendidikan, 6(1), 1–12.