MEDIATION OF EMOTIONAL BRANDING BY CUSTOMER SATISFACTION
Abstract
Penelitian ini bertujuan untuk menginvestigasi mediasi pemerekan emosional oleh kepuasan pelanggan. Teknik analisis yang digunakan adalah model persamaan struktural dengan bantuan program aplikasi lisrel. Metode estimasi menggunakan weight least square. Hasil penelitian menunjukkan bahwa pemerekan emosional dan kepuasan pelanggan berpengaruh terhadap kepercayaan pelanggan. Kepuasan nasabah memediasi sepenuhnya pemerekan emosional dalam relasinya dengan kepercayaan pelanggan. Kepuasan pelanggan memiliki pengaruh paling kuat terhadap peningkatan kepercayaan pelanggan. Pimpinan Bank Sumut di Medan agar lebih memperhatikan isu hubungan masyarakat terutama kecepatan klarifikasi apabila terjadi berita bohong dalam upaya meningkatkan kepuasan pelanggan. Selain itu perlu diperhatikan juga daya tarik atribut perbankan terutama kunjungan ke website Bank Sumut.
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