|Title: THE IMPLICATIONS ON CUSTOMER TRUST OF BUSINESS CREDIT RAKYAT PT. BANK MANDIRI (PERSERO), TBK. MEDAN|
Lilis Suriani Gultom, Nandan Lima Krisna and Wilhelmus Hary Susilo
This study aims to determine and analyze: The effect of experiential marketing, emotional branding, and service quality on customer satisfaction partially or simultaneously; the effect of experiential marketing, emotional branding, service quality, and customer satisfaction on customer trusts partially or simultaneously. The population consisted of 7,987 micro people’s business credit customers at Bank Mandiri in Medan who were active. A sample of 630 debtors was taken randomly from the population. Empirical data were analyzed descriptively with the support of Excel and SPSS software. Primary data analysis with a structural equation model supported by the lisrel application program. The study results are: experiential marketing and emotional branding partially affect customer satisfaction. Service quality has no effect on customer satisfaction. Experiential marketing, emotional branding, and service quality simultaneously influence customer satisfaction. Emotional branding, service quality, and customer satisfaction partially affect customer trust.
|Keywords: Experiential marketing, emotional branding, customer satisfaction, customer trust.|