THE INFLUENCE OF BRANCHLESS BANKING AGENT MARKETING STRATEGY ON CUSTOMER INTEREST THROUGH SERVICE QUALITY

DOI: https://doi.org/10.33650/profit.v9i1.12509

Authors (s)


(1) * Akhmad Helmie Aditya   (Universitas Muria Kudus)  
        Indonesia
(2)  Joko Utomo   (Universitas Muria Kudus)  
        Indonesia
(3)  Supriyono Supriyono   (Universitas Muria Kudus)  
        Indonesia
(*) Corresponding Author

Abstract


This study analyzes the influence of agent marketing strategiesbranchless banking on customer interest through the service quality of PT. Bank Mandiri (Persero) Tbk Area Kudus. The results show the influence of agent marketing strategies.branchless banking on the interest of customers of PT. Bank Mandiri (Persero) Tbk vKudus, this is proven by the t valuecount amounting to 3,192 > ttableof 1.655 with a significance level below 5%. The influence of the agent's marketing strategybranchless banking regarding the quality of service of PT. Bank Mandiri (Persero) Tbk Area Kudus, this is proven by the t valuecount amounting to 2,824 > ttableof 1.655 with a significance level below 5%. The influence of customer interest on the service quality of PT. Bank Mandiri (Persero) Tbk in the Area Kudus is proven by the t-valuecount amounting to 1,819 > ttableof 1.655 with a significance level below 5%. The influence of the agent's marketing strategybranchless bankingtowards customer interest through the quality of service of PT. Bank Mandiri (Persero) Tbk Area Kudus, this is proven by the F valuecount > Ftable.This can be seen from the F value.count of 8.227 > Ftableof 3.91 with a significance level below 5%

Keywords

Marketing Strategy, Customer Interest, Service Quality



Full Text: PDF



References


Aliansyah, Teuku; Hafassnudin dan Shabri, (2012). Pengaruh Dimensi Kualitas Pelayan terhadap Kepuasan Nasabah Bank Aceh Syariah Cabang Banda Aceh, Jurnal Ilmu Manajemen, Vol.1, No.1.

Aprilia, N. E. (2021). Influence Of Service Quality On Customer Loyalty Through Perceived Risk, Satisfaction, And Trust In Branchless Banking Customers. BISMA: Jurnal Bisnis Dan Manajemen, 15(1), 56. https://doi.org/10.19184/bisma.v15i1.17764

Ashraf, M. A. (2023). Comprehending the intention to use branchless banking by rural people during the corona pandemic: evidence from Bangladesh. Journal of Financial Services Marketing, 28(1), 99–116. https://doi.org/10.1057/s41264-021-00136-7

Budiawan, Christine, (2017). Analisis Pengaruh Marketing Mix (7P) terhadap Minat Beli Ulang Konsumen (Studi pada House of Moo, Semarang)”, Industrial Engineering Online Journal, Vol. 6. No. 6 Januari. https://ejournal3.undip.ac.id/index.php/ieoj/article/view/15928

Hu, Xiong, (2015). Online Marketing Strategy and Service Quality Evaluation System: An E-commerce Perspective, International Journal of Smart Home, Vol. 9, No. 10, pp. 223-232.

Kotler, Philip dan Armstrong, Gary, (2019). Prinsip-Prinsip Pemasaran, Erlangga, Jakarta.

Kotler, Philip, Kartajaya, H., Setiawan, I, (2019). Marketing 4.0 Bergerak dari Tradisional Ke Digital, Gramedia Pustaka Utama, Jakarta.

Kotronoulas, G., Miguel, S., Dowling, M., Fernández-Ortega, P., Colomer-Lahiguera, S., Bağçivan, G., … Papadopoulou, C. (2023). An Overview of the Fundamentals of Data Management, Analysis, and Interpretation in Quantitative Research. Seminars in Oncology Nursing, Vol. 39. https://doi.org/10.1016/j.soncn.2023.151398

Kustina, K. T., Dewi, G. A. A. O., Prena, G. Das, & Suryasa, W. (2019). Branchless banking, third-party funds, and profitability evidence reference to banking sector in indonesia. Journal of Advanced Research in Dynamical and Control Systems, 11(2), 290–299.

Mahmood, Rezwan dan Sandip Sarker, (2015). Inclusive Growth through Branchless Banking: A Review of Agent Banking and its Impact. Journal of Economics and Sustainable Development, Vol. 6, No. 23.

Marhaeni, A. A. I. N., Jermsittiparsert, K., Sudarmo, Indrawati, L. R., Prasetyo, A., Fuada, N., … Aljuaid, M. (2023). Adoption of the Green Economy through Branchless Rural Credit Banks during the COVID-19 Pandemic in Indonesia. Sustainability (Switzerland), 15(3). https://doi.org/10.3390/su15032723

Muniarty, Puji, Nurhayati, Ita Purnama, (2019). Analisis Laku Pandai (Branchless Banking) Pada Agen Perbankan (Studi di Kota Bima)”, JMM Online Vol. 3 No.7 Juli.

Muthoka, N. I., Oluoch, O., & Muiruri, P. M. (2019). The Influence of Branchless Financial Innovation on Market Capitalization of Commercial Banks Listed in NSE, Kenya. International Journal of Academic Research in Accounting, Finance and Management Sciences, 8(4). https://doi.org/10.6007/ijarafms/v8-i4/5469

Othman, Abdulqawi dan Lynn Owen, Adopting and Measuring Customer Service Quality (SQ) in Islamic Banks; a Case Study in Kuwait Finance House, International Journal of Islamic Financial Services, Volume 3, No. 1, April-June 2011, http://islamic-finance.net/journals/ journal9/abdulqawi.pdf

Palaon, H., Wiryono, S. K., & Faturohman, T. (2020). Branchless banking agents: Business satisfaction, continuity, and viability. Cogent Business and Management, 7(1). https://doi.org/10.1080/23311975.2020.1823585

Peraturan Otoritas Jasa Keuangan Nomor 19/POJK 03/ 2014 Tentang Layanan Keuangan Tanpa Kantor Dalam Rangka Keuangan Inklusif.

Purwati, Yenny, Rosaly Fransisca, dan Paskah Ika Nugroho, (2014). Strategi Peningkatan Kemampuan Adopsi Teknologi Branchless banking Untuk Memperluas Inklusi Keuangan di Masyarakat Pedesaan. Publikasi Ilmiah UMS Seminar Nasional dan Call for Paper, Research Methods and Organizational Studi.

Rahmanu, Riza, Lilik Noor Yuliati, dan Bunasor Sanim, (2020). Pengaruh Persepsi Agen Brilink terhadap Keputusan Penggunaan Layanan Branchless Banking, Jurnal Aplikasi Manajemen dan Bisnis, Vol. 6 No. 2, Mei. https://doi.org/10.17358/jabm.6.2.403

Santoso, Singgih dan Tjiptono, Fandy, (2014). Riset Pemasaran; Konsep dan Aplikasi dengan SPSS, Gramedia, Jakarta.

Sarker, Mahmood, R. S. (2015). “Inclusive Growth Through Branchless Banking: A Review of Agent Banking and Its Impact”. Journal of Economics and Sustainable Development. 6 (23), 86-93.

Setiyono, C., Shihab, M. R., & Azzahro, F. (2019). The role of initial trust on intention to use branchless banking application: Case study of jenius. Journal of Physics: Conference Series, 1193(1). https://doi.org/10.1088/1742-6596/1193/1/012022

Shaleh, Abdul Rahman, Muhbib Abdul Wahab, (2014). Psikologi Suatu Pengantar Dalam Perspektif Islam, Prenada Media, Jakarta.

Sirait, Sarida dan Kalvin Sinaga, (2020). Analisis Strategi Pemasaran terhadap Minat Nasabah Pada Perbankan di Pematangsiantar, Jurnal EK&BI, Volume 3, Nomor 1 Juni. http://dx.doi.org/10.37600/ekbi.v3i1.126

Slazus, B. J., & Bick, G. (2022). Factors that Influence FinTech Adoption in South Africa: A Study of Consumer Behaviour towards Branchless Mobile Banking. Athens Journal of Business & Economics, 8(1), 429–450. https://doi.org/10.30958/ajbe.8-1-3

Steelyana E, (2013). Perempuan dan Perbankan : Sebuah Tinjauan Tentang Peran Inklusi Keuangan Terhadap Pengusaha UMKM Perempuan di Indonesia”. Journal The Winners 14(2): 95-103. https://doi.org/10.21512/tw.v14i2.649.

Takona, J. P. (2024). Research design: qualitative, quantitative, and mixed methods approaches / sixth edition. Quality and Quantity, Vol. 58, pp. 1011–1013. https://doi.org/10.1007/s11135-023-01798-2

Zulfikar, Iwan dan Andika Palewa, 2019. Analisis Strategi Pemasaran Dalam Rangka Meningkatkan Kualitas Pelayanan terhadap Jamaah Umroh Pada PT. Daanish Mika Salsa di Bandar Lampung, Jurnal Manajemen Mandiri Saburai, Vol. 03, No. 01. https://doi.org/10.24967/jmms.v3i01.562


Dimensions, PlumX, and Google Scholar Metrics

10.33650/profit.v9i1.12509


Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 akhmad helmie aditya, Joko Utomo, Supriyono Supriyono

 



Creative Commons License

 

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Profit : Jurnal Kajian Ekonomi dan Perbankan Syariah
Published by Islamic Faculty of Nurul Jadid University, Probolinggo, East Java, Indonesia.