PENGARUH PERSONAL SELLING, DIGITAL MARKETING DAN PERCEIVED VALUE TERHADAP KEPUASAN PELANGGAN PADA PENGGUNA APLIKASI MOBILE BANKING
(Studi Kasus Pada Pengguna Aplikasi Mobile Banking Di Kab. Sumbawa)
Abstract
This research aims to examine the influence of personal selling, digital marketing, and perceived value on customer satisfaction in the use of mobile banking applications in Sumbawa regency. The sampling technique used is purposive sampling. The population in this study is the entire units in a specific area that is the object of research. The sample determination technique is done using the Paul Leedy formula since the population size is unknown. The type of data used is quantitative. The data source for this research is primary data. The data collection method used is a questionnaire/survey. The data analysis includes Classical Assumption Test, Validity Test, Reliability Test, Multiple Linear Regression Analysis, t-test, F-test, and Coefficient of Determination (R2) Test. The results of this study show that personal selling has a positive and significant effect on customer satisfaction. Digital marketing does not have an influence on customer satisfaction. This suggests that the use of digital media by companies is not the main factor or cause in providing satisfaction because consumers tend to prefer offline methods for financial activities. Perceived value does not have an influence on customer satisfaction. This means that the reciprocity of customer sacrifices should be in line with what is promised.
