BAGAIMANA CAMPAIGN KEAMANAN DATA MENDORONG REPURCHASE INTENTION PADA LAYANAN DIGITAL BANKING?
DOI:
https://doi.org/10.22437/jmk.v15i02.57781Abstract
Abstrak
Perkembangan layanan perbankan digital meningkatkan pentingnya keamanan data dalam membangun kepercayaan dan mempertahankan penggunaan produk simpanan. Social media campaign menjadi strategi komunikasi untuk menyampaikan informasi keamanan data sekaligus memperkuat ekuitas brand. Penelitian ini bertujuan menganalisis pengaruh social media campaign terhadap brand awareness, brand image, brand trust, dan repurchase intention, serta menguji peran mediasi brand awareness, brand image, dan brand trust. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap nasabah Bank XYZ. Data dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa social media campaign berpengaruh positif dan signifikan terhadap brand awareness, brand image, dan brand trust. Ketiga variabel tersebut juga berpengaruh positif dan signifikan terhadap repurchase intention serta memediasi pengaruh social media campaign terhadap repurchase intention, dengan brand trust sebagai mediator yang memberikan pengaruh tidak langsung terbesar. Penelitian ini menyimpulkan bahwa efektivitas social media campaign dalam meningkatkan repurchase intention ditentukan oleh kemampuannya membangun ekuitas brand melalui komunikasi keamanan data yang relevan, konsisten, dan dapat dipercaya.
Kata kunci: Brand, data security, digital banking, repurchase intention, social media campaign
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