Strategi Peningkatan Loyalitas Nasabah Pengguna Sumut Link dalam Upaya Peningkatan Fee Based Income PT Bank Sumut

Abstract

The development of branchless banking / Sumut link services relies on agents who act as the spearhead in banking services to customers or the public in general. These agents directly target customers at the most basic level in society. They market and serve all banking transaction features available on the application. Marketing Strategy and Product Quality will be factors in the success of branchless banking. Marketing Strategy and Product Quality are important elements that influence agents in marketing or using Sumut Link. This research paper investigates Strategy To Improve Customer Loyalty Using Sumut Link In An Effort To Improve Fee Based Income Of Pt Bank Sumut.This study uses a quantitative survey, with a population of all Sumut Link agents. The sample used is an active agent who is willing to be a respondent. The sample in this study was taken using the nonprobability sampling method. The analysis was carried out using the bootstrapping method with SmartPLS 4.0. The results of the study show that marketing strategy has an influence on satisfaction and loyalty with a p-value < 0.05. Product quality only affects satisfaction but does not affect loyalty with a p-value of 0.915. Satisfaction does not significantly mediate the indirect effect of product quality on loyalty with a path coefficient (0.172) and p-value (0.051). Satisfaction significantly mediates the indirect effect of product quality on loyalty with a path coefficient (0.161) and p-value (0.025), with a structural level classified as a moderate influence (upsilon v = 0.026).