Dr.Tanti Handriana, SE.,Msi.
Every online banking service provided by a banking company has different characteristics and different usage methods. Bank BTN (Bank Tabungan Negara), which has been known as a bank that facilitates installments for the purchase of houses and property through a KPR (Home Ownership Credit), also starts providing services online to customers through www.btnproperti.co.id which was launched in February 2015 As the first site to integrate property websites and banking services, BTN Properti Online has different characteristics than just property sites or banks.
Based on the phenomena and facts and empirical studies described earlier, this study entitled "The Effect of Virtual Brand Personality on BTN Sidoarjo Satisfaction, Trust and Customer Loyalty". The selection of Sidoarjo regency as a research location is because Sidoarjo is a buffer district of Surabaya which is the target of housing developers. This study aims to find out how a virtual brand personality has an influence on satisfaction, trust, and customer loyalty of Bank BTN Sidoarjo, and how to analyze customer satisfaction Bank BTN Sidoarjo for trust and loyalty towards customers.
This study uses a quantitative approach, and the type of causal research Causal research is research that examines causal relationships between two or more variables. The population in this study are all customers who have and are using online banking services offered by Bank BTN. The instruments used in this study were questionnaires. The analytical model used is the Structural Equation Modeling (SEM) analysis model.
Based on the results of hypothesis testing and the discussion described in the previous chapter, the findings in the study, (1) Virtual brand personality has a positive and significant effect on customer satisfaction at Bank BTN Sidoarjo. (2) Brand personality Virtual has a positive and significant effect on customer confidence in Bank BTN Sidoarjo (3) Brand personality Virtual has a positive and not significant effect on customer loyalty at Bank BTN Sidoarjo. (4) Customer satisfaction has a positive and significant effect on customer confidence in Bank BTN Sidoarjo. (5) Customer satisfaction has a positive and not significant effect on customer loyalty at Bank BTN Sidoarjo. (6) Customer trust has a positive and significant effect on customer loyalty at Bank BTN Sidoarjo. These results indicate that the more trusting a customer is in the perceived service, the higher customer loyalty.
Keywords: virtual brand personality, online banking, BTN (Bank Tabungan Negara).