The Influence of Brand Image and Quality of E-Channel Product Services on Transaction Interest and Customer Satisfaction
Main Article Content
Abstract
This research aims to identify the influence of brand image and E-Channel product service quality on transaction interest and customer satisfaction. Using a quantitative survey approach, the study involves 98 respondents, equally divided by gender. A Likert scale questionnaire with 30 questions was used.For variables X1, X2, and Y1, regression analysis shows an R value of 0.870 and an R Square value of 0.757, meaning 75.7% of the variance is explained by the model. ANOVA results reveal an F value of 148.038 with a significance level below 0.001. The quality of E-Channel product services has a stronger influence (Beta = 0.677) than brand image (Beta = 0.218).For variables X1, X2, and Y2, the model summary shows an R value of 0.914 and an R Square value of 0.836, explaining 83.6% of the variance. ANOVA results show an F value of 241.910 with a significance level below 0.001. The quality of E-Channel product services has a stronger impact (Beta = 0.523) compared to brand image (Beta = 0.428).The study concludes that improving E-Channel product service quality and brand image enhances transaction interest and customer satisfaction.This study is essential to provide a deeper understanding of the factors influencing customer interest and satisfaction in using E-Channel services. The findings indicate that improving the quality of E-Channel service products and brand image can enhance customer transaction interest and satisfaction, which has significant implications for marketing strategies and the enhancement of banking services.
Downloads
Article Details
References
Agdigos, M. A. H., Etpison, M. C. R., Patino, A. A. C., & Etrata, Jr., A. E. (2022). The Impact of Brand Image and Perceived Value on Consumers’ Purchasing Behavior of Clothing Lines. Kinforms, 17(2), 27–45. https://doi.org/10.55819/mrij.2022.17.2.27
Alif Viando, H. R., Ningrum, N. K., & Cahyani, P. D. (2023). Pengaruh Kualitas Layanan Dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Brand Image Sebagai Variabel Intervening (Studi kasus pada Brand Vamo di Yogyakarta). Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi Dan Pelayanan Publik, 10(2), 503–516. https://doi.org/10.37606/publik.v10i2.663
Awalia, S. N., & Setiawan, A. (2022). Kepuasan sebagai mediasi pengaruh brand image, service quality dan experiential marketing terhadap loyalitas nasabah. Journal of Management and Digital Business, 2(3), 176–191. https://doi.org/10.53088/jmdb.v2i3.155
Bangun, S., MS, M., & Roslina, R. (2024). The Influence of Service Quality and Brand Image on Customer Loyalty Mediated by Customer Satisfaction: in Indonesia Coal Mining Industry. Journal of Economics, Finance and Management Studies, 07(02). https://doi.org/10.47191/jefms/v7-i2-30
Chandran, R. (2014). Pros and cons of Mobile banking. International Journal of Scientific and Research Publications, 4(1), 2250–3153. www.ijsrp.org
Cindy, C., & Zai, I. (2024). Analysis Of The Influence Of Brand Image, Price, Service Quality On Purchasing Decisions By Mediating Customer Satisfaction On Drinks At Coffee Shops. Journal Research of Social Science, Economics, and Management. https://doi.org/10.59141/jrssem.v3i7.614
Farzana, S., Harikumar, G., Shankaranarayanan, S., & Vikram, N. (2022). Study on the impact of service quality on the customer satisfaction due to e-banking services of public sectors banks in Chennai. Journal of Statistics and Management Systems, 25(5), 1205–1213. https://doi.org/10.1080/09720510.2022.2094554
Harnianda, A., & Maharani Ekowati, V. (2023). The Effect of Product Quality, Brand Image, and Promotion on Customer Satisfaction of Bank Syariah Indonesia Malang Branch. Journal of Economics, Finance and Management Studies, 06(02). https://doi.org/10.47191/jefms/v6-i2-27
Hazeem AlBalushi, T. (2021). E-Services Quality: A Perspective of Service Providers and Service Users. In Digital Service Platforms. https://doi.org/10.5772/intechopen.97077
Kaihatu, T. S. (2023). the Influence of Tam Factors on the Interest of Pay Later Users. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 10(1), 162–173. https://doi.org/10.35794/jmbi.v10i1.47351
Kartika, A., Wiyanto, H., & Kadir, F. F. (2023). Influence of Brand Image and Service Quality toward Purchase Decisions through Tokopedia. Labs: Jurnal Bisnis Dan Manajemen, 28(2), 27–32. https://doi.org/10.57134/labs.v28i2.49
Krasnova, ?., Danyliuk, E., & Stryzhak, A. (2023). Innovative Technologies in the Marketing Policy of Banks. Scientific Notes of Ostroh Academy National University, “Economics” Series, 1(28(56)), 77–85. https://doi.org/10.25264/2311-5149-2023-28(56)-77-85
Lestari, H. B., & Saibil, D. I. (2022). Implication Of Relationship Marketing On Loyalty With Brand Image As A Moderation Variable. Al-Amwal?: Jurnal Ekonomi Dan Perbankan Syari’ah. https://doi.org/10.24235/amwal.v14i2.11183
Lestari, S. D., Riyadi, S., Priyanto, S., & Suhermin, A. (2022). The Effect of Price and Ease of Use on Customer Loyalty: A Case Study of Repeat Transaction Interest Through the OVO Application. Golden Ratio of Marketing and Applied Psychology of Business. https://doi.org/10.52970/grmapb.v3i1.223
Mareta Dewi, I., & Mursyidah, L. (2022). The Influence of Service Quality on Customer Satisfaction of Regional Drinking Water Company (PDAM) “Delta Tirta.” Indonesian Journal of Public Policy Review. https://doi.org/10.21070/ijppr.v17i0.1243
Masih, E., Chauhan, S. S., Singh, V., Balusamy, B., & Grima, S. (2023). Digital disruption and multimedia technological innovations in the banking world. In Intelligent Multimedia Technologies for Financial Risk Management: Trends, Tools and Applications. https://doi.org/10.1049/pbpc060e_ch9
Mitra, D., Kulkarni, P., Pathak, P., & Natrai, N. A. (2022). Importance of Coping with Cyber Security Challenges in e Commerce Business. International Interdisciplinary Humanitarian Conference for Sustainability, IIHC 2022 - Proceedings. https://doi.org/10.1109/IIHC55949.2022.10059851
Moradi, H. (2013). Factors Affecting Customer Confidence in Using E-Banking. European Online Journal of Natural and Social Sciences.
Nagar, N., & Ghai, E. (2019). A Study of Bank Customer’s Reliability towards Electronic Banking (E-Banking) Channel’s! International Journal of Management Studies. https://doi.org/10.18843/ijms/v6i1(1)/04
Najmi, A., & Ahmed, W. (2018). Assessing channel quality to measure customers’ outcome in online purchasing. International Journal of Electronic Customer Relationship Management. https://doi.org/10.1504/IJECRM.2018.090210
Rudianto, R., Sutisna, S., & Nuryanto, U. W. (2023). Effect of Service Quality, Online Advertising, and Learning Innovation on Customer Satisfaction Through Brand Image at Course Institutions in Tangerang City. International Journal Of Education, Social Studies, And Management (IJESSM). https://doi.org/10.52121/ijessm.v3i1.142
Saputra, S. (2022). Infeluence Of Brand Awarnness, Brand Image, Perceived Quality And Brand Loyality On Brand Equity In Banking Sector. Journal of Business Studies and Mangement Review. https://doi.org/10.22437/jbsmr.v5i2.17576
Saputri, I. P., Randyantini, V., & Nurcahyo, B. (2022). Peran Citra Merek Pada Pengalaman Menggunakan Uang Elektronik. Jurnal Perspektif Manajerial Dan Kewirausahaan (JPMK). https://doi.org/10.59832/jpmk.v2i2.167
Simanjuntak, N. R. B., & Djumarno, D. (2023). The Influence of Brand Image, Service Quality and Price on Consumer Satisfaction (Study on Consumers of Kopi Kenangan, Tebet). International Journal of Social Service and Research. https://doi.org/10.46799/ijssr.v3i2.272
Sofiati (Efi), N. A., Sudaryo, Y., Natigor, D. H., & Jaya, R. C. (2023). Increased Customer Satisfaction Using Digital Marketing Implementation In The Banking Industry Image. Sosiohumaniora. https://doi.org/10.24198/sosiohumaniora.v25i1.45604
Sugawara, E., & Nikaido, H. (2014). Properties of AdeABC and AdeIJK efflux systems of Acinetobacter baumannii compared with those of the AcrAB-TolC system of Escherichia coli. In Antimicrobial Agents and Chemotherapy (Vol. 58, Issue 12). https://doi.org/10.1128/AAC.03728-14
Syarif, A., Parno, P., Komariah, K., & Yuliani, I. (2023). Customer Loyalty in Islamic Bank during the COVID-19 Outbreak: The Mediating Role of Trust and Satisfaction. Journal of Economics, Business, & Accountancy Ventura. https://doi.org/10.14414/jebav.v26i2.3145
Thakuri, N., Dhakal, A., Danuwar, R. K., Baral, D. K., & Koirala, A. (2023). Factor Affecting Customer Satisfaction of Mobile Banking Services of Commercial Bank in Kathmandu Valley. Interdisciplinary Journal of Innovation in Nepalese Academia. https://doi.org/10.3126/idjina.v2i1.55964
Tsai, S. C., Chen, C. H., & Shih, K. C. (2022). Exploring Transaction Security on Consumers’ Willingness to Use Mobile Payment by Using the Technology Acceptance Model. Applied System Innovation. https://doi.org/10.3390/asi5060113
Tumbel, J. J. ., Pondaag, N. G. ., & Karamoy, H. (2018). Ipteks Informasi Biaya Dalam Penggunaan Produk E-Channel Pada Bank Rakyat Indonesia (PERSERO) TBK. Jurnal Ipteks Akuntansi Bagi Masyarakat. https://doi.org/10.32400/jiam.2.02.2018.21813
Widiati, E., Suharjo, B., & Krisnatuti, D. (2020). Analysis Of Innovation Attributes Towards Adoption Interest Of Syariah Bank E-Channel Facilities. Al-Amwal?: Jurnal Ekonomi Dan Perbankan Syari’ah. https://doi.org/10.24235/amwal.v12i2.7130
Yudhanto, B., Waloejo, H. D., & Farida, N. (2022). Pengaruh Kualitas Pelayanan terhadap Loyalitas Konsumen melalui Kepuasan Konsumen sebagai Variabel Intervening (Studi Pada Konsumen Susuku Café Ungaran). Jurnal Ilmu Administrasi Bisnis. https://doi.org/10.14710/jiab.2022.34203