The Effect Of Digital Marketing And Service Quality On Customer Satisfaction And The Role Of Word Of Mouth As A Moderating Variable
Study on Customers of PT. Bank Pembangunan Daerah Jawa Timur Tbk. Banyuwangi Branch
DOI:
https://doi.org/10.31328/cebi.v3i1.345Keywords:
Word Of Mouth, Customer Satisfaction, Digital MarketingAbstract
This research was conducted to analyze the effect of marketing and service quality on customer satisfaction and the role of word of mouth as a moderating variable. The researcher took the place of research at the East Java Regional Development Bank, Banyuwangi Branch. The objects in this study are digital marketing (X1), Service Quality (X2), Word of Mouth (M), Customer Satisfaction (Y). the subjects that the researchers have prepared are customers at PT Bank Pembangunan Daerah Jawa Timur Tbk. Banyuwangi Branch. The sampling technique, of course, uses the Non Probability Sampling method with the same dose for each population prepared. Classifying research by attracting 170 respondents who are categorized as customers at Development Banks, especially in the Banyuwangi area, East Java. By utilizing primary data and secondary data for the preparation of this study, both of which have their own data cycles. Primary data obtained from interviews, as well as distributing questionnaires, observations etc. While secondary data was obtained from previous research. The results obtained in this study include; 1) digital marketing has a significant influence on consumer satisfaction. 2) word of mouth can strengthen customer satisfaction.
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