The Influences of Mobile Banking Service Quality and Digital Marketing on Bank BNI Kantor Branch Utama Manado Customer Satisfaction Mediated by Digital Mindset

Authors

  • Maurenthia Jeinely Mandey Master of Management Study Program, Faculty of Economics and Business, Sam Ratulangi University, Manado, Indonesia
  • Sri Murni Master of Management Study Program, Faculty of Economics and Business, Sam Ratulangi University, Manado, Indonesia
  • Arrazi Hasan Jan Master of Management Study Program, Faculty of Economics and Business, Sam Ratulangi University, Manado, Indonesia

DOI:

https://doi.org/10.51699/ijbde.v2i1.895

Keywords:

Service Quality, Digital Marketing, Digital Mindset, Customer Satisfaction

Abstract

This study aims to see how the Quality of Mobile Banking and Digital Marketing Services affects Customer Satisfaction mediated by Digital Mindset. The development of technology in the era of the industrial revolution 4.0 is currently growing as a supporting facility used in human activities. Bank BNI seeks to build an identity as BNI is digital which is implemented by activating and using BNI Mobile Banking. However, BNI KCU Manado customers do not fully understand and master the features provided and offers marketed in the BNI Mobile Banking application. The analysis methods used are Convergent Validity Test, Reability Test, Structural Model and Path Analysis. The results showed that partially the Quality of Service to the Digital Mindset, Digital Marketing to the Digital Mindset, Service Quality to Customer Satisfaction.

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Published

2023-01-12

How to Cite

Mandey, M. J. ., Murni, S. ., & Jan, A. H. . (2023). The Influences of Mobile Banking Service Quality and Digital Marketing on Bank BNI Kantor Branch Utama Manado Customer Satisfaction Mediated by Digital Mindset. International Journal of Business Diplomacy and Economy, 2(1), 64–71. https://doi.org/10.51699/ijbde.v2i1.895

Issue

Vol. 2 No. 1 (2023): IJBDE

Section

Articles