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JURNAL KOMUNIKASI INDONESIA

Abstract

Brand image and customer trust are important to establish customer loyalty. In this era of intense business competition, it is important to pay attention to customer loyalty. Many things can be done to build customer loyalty, including managing a good brand image and maintaining customer trust in the company through communication efforts from public relations to form a good perception of public relations. Specifically for the fintech lending industry which is engaged in finance and technology, image and trust are two important things that also need to be considered to gain customer loyalty. This study aimed to measure the direct and indirect effect of perception of public relations on customer loyalty through brand image and customer trust in the fintech lending industry. Applying a positivist paradigm and quantitative approach, this research was conducted on 400 research samples. Method for collecting data was a survey by questionnaire. The results was analysed using SPSS path analysis and showed that the perception of public relations did not affect customer loyalty directly and significantly. Furthermore, the results of the study also showed that the perception of public relations affected customer loyalty indirectly through brand image and customer trust partially. However, indirect influence through brand imagewas better than customer trust.

Bahasa Abstract

Citra merek dan kepercayaan pelanggan adalah hal yang penting dalam pembentukan loyalitas pelanggan. Di era persaingan bisnis yang ketat ini, loyalitas pelanggan menjadi hal yang penting untuk diperhatikan. Banyak hal yang dapat dilakukan dalam membangun loyalitas pelanggan, diantaranya adalah melakukan pengelolaan citra merek yang baik dan juga menjaga kepercayaan pelanggan terhadap perusahaan melalui upaya komunikasi dari public relations untuk membentuk persepsi public relations yang baik. Terlebih bagi industri fintech lending yang bergerak pada bidang keuangan dan teknologi, citra dan kepercayaan menjadi dua hal penting yang juga perlu diperhatikan dalam membentuk loyalitas pelanggan. Penelitian ini bertujuan untuk mengukur pengaruh persepsi public relations terhadap loyalitas pelanggan secara langsung dan tidak langsung melalui citra merek dan kepercayaan pelanggan pada industri fintech lending. Dengan menggunakan paradigma positivis dan pendekatan kuantitatif, penelitian ini dilakukan terhadap 400 sampel penelitian dengan menggunakan survei berbentuk kuesioner. Hasil penelitian dengan menggunakan analisis jalur SPSS menunjukkan bahwa persepsi public relations tidak mempengaruhi loyalitas pelanggan secara langsung dan signifikan. Tidak hanya itu, hasil penelitian juga menunjukkan bahwa persepsi public relations mempengaruhi loyalitas pelanggan secara tidak langsung melalui citra merek dan kepercayaan pelanggan secara parsial. Akan tetapi, pengaruh tidak langsung melalui citra merek lebih baik dibandingkan dengan kepercayaan pelanggan.

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