MEMBANGUN CUSTOMER ENGAGEMENT DAN MENINGKATKAN INTENTION TO USE APLIKASI BANK DIGITAL MELALUI CORPORATE SOCIAL RESPONSIBILITY, SUSTAINABILITY MARKETING, DAN EMPLOYEE ADVOCACY

KANESHIA ACHMADI, . (2025) MEMBANGUN CUSTOMER ENGAGEMENT DAN MENINGKATKAN INTENTION TO USE APLIKASI BANK DIGITAL MELALUI CORPORATE SOCIAL RESPONSIBILITY, SUSTAINABILITY MARKETING, DAN EMPLOYEE ADVOCACY. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan pesat dalam sektor perbankan digital menuntut perusahaan untuk tidak hanya mengandalkan inovasi teknologi, tetapi juga membangun hubungan emosional dan nilai berkelanjutan bagi konsumennya. Penelitian ini bertujuan untuk menguji pengaruh persepsi terhadap Corporate Social Responsibility (CSR), Sustainability Marketing, dan Employee Advocacy terhadap Customer Engagement dan Intention to Use aplikasi bank digital, khususnya pada konsumen di Indonesia. Pendekatan penelitian yang digunakan adalah kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner daring menggunakan Google Form. Data dikumpulkan dari 250 responden dan dianalisis dengan tekmik Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa CSR, Sustainability Marketing, dan Employee Advocacy secara signifikan berpengaruh terhadap Customer Engagement maupun Intention to Use. Kata kunci: Customer Engagement, Intention to Use, Corporate Social Responsibility (CSR), Sustainability Marketing, Employee Advocacy, Bank Digital. ***** The rapid development of the digital banking sector requires companies not only to rely on technological innovation but also to build emotional connections and deliver sustainable value to consumers. This study aims to examine the influence of perceived Corporate Social Responsibility (CSR), Sustainability Marketing, and Employee Advocacy on Customer Engagement and Intention to Use digital banking applications, particularly among Indonesian consumers. This research employs a quantitative approach, with data collected through an online survey using Google Forms. A total of 250 responses were obtained and analyzed using the Structural Equation Modeling (SEM) technique. The findings reveal that CSR, Sustainability Marketing, and Employee Advocacy have a significant positive effect on both Customer Engagement and Intention to Use. Keywords: Customer Engagement, Intention to Use, Corporate Social Responsibility (CSR), Sustainability Marketing, Employee Advocacy, Digital Banking.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, Ph.D., M.Si ; 2). Dr. Terrylina Arvinta Monoarfa, S.E., MM
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Kaneshia Achmadi .
Date Deposited:	07 Aug 2025 06:43
Last Modified:	07 Aug 2025 06:43
URI:	http://repository.unj.ac.id/id/eprint/58807

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