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"Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan terhadap kepuasan nasabah dengan menggunakan model SERVQUAL pada Bank Negara Indonesia (BNI) Cabang Universitas Indonesia (UI) Depok. Dalam konteks persaingan perbankan yang semakin ketat dan kebutuhan nasabah yang beragam, terutama di lingkungan akademik, kualitas pelayanan menjadi faktor kunci dalam mempertahankan loyalitas nasabah. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan pengumpulan data melalui kuesioner berbasis lima dimensi SERVQUAL: Tangibles, Reliability, Responsiveness, Assurance, dan Empathy. Sampel terdiri dari 100 nasabah aktif BNI Cabang UI Depok yang dipilih secara random sampling. Data dianalisis menggunakan regresi linier berganda untuk menguji pengaruh masing-masing dimensi kualitas pelayanan terhadap kepuasan nasabah. Hasil penelitian menunjukkan bahwa semua dimensi SERVQUAL berpengaruh positif dan signifikan terhadap kepuasan nasabah, dengan dimensi Responsiveness sebagai yang paling dominan. Temuan ini memberikan implikasi praktis bagi manajemen BNI dalam merancang strategi peningkatan kualitas layanan yang lebih responsif dan adaptif sesuai kebutuhan nasabah di lingkungan kampus. Secara teoritis, penelitian ini memperkaya literatur terkait aplikasi model SERVQUAL dalam konteks layanan perbankan di lingkungan pendidikan tinggi.

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This study aims to analyze the influence of service quality on customer satisfaction using the SERVQUAL model at Bank Negara Indonesia (BNI) Branch of Universitas Indonesia (UI) Depok. In the face of increasing competition in the banking sector and diverse customer needs, especially within an academic environment, service quality is a critical factor in maintaining customer loyalty. This quantitative research employs a survey method with data collected through questionnaires based on the five SERVQUAL dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. The sample consists of 100 active customers of the BNI UI Depok branch selected via random sampling. Data were analyzed using multiple linear regression to examine the effect of each service quality dimension on customer satisfaction. The results indicate that all SERVQUAL dimensions have a positive and significant impact on customer satisfaction, with Responsiveness being the most dominant dimension. These findings provide practical implications for BNI management to design more responsive and adaptive service quality improvement strategies tailored to campus customer needs. Theoretically, this research contributes to the literature on applying the SERVQUAL model in banking services within higher education settings."

"Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan terhadap loyalitas pelanggan Studio Blackbox berteknologi XR di PT Produksi Film Negara (PFN) dengan menggunakan pendekatan Commitment-Trust Model. Penelitian ini juga mengevaluasi peran trust dan commitment sebagai variabel mediasi dalam hubungan tersebut. Kualitas layanan diukur berdasarkan lima dimensi SERVQUAL: tangibles, reliability, responsiveness, assurance, dan empathy. Metode yang digunakan adalah mixed methods dengan pendekatan explanatory sequential design. Data kuantitatif diperoleh dari 54 responden melalui kuesioner dan dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM), sedangkan data kualitatif diperoleh dari wawancara mendalam dan dianalisis secara tematik. Hasil penelitian menunjukkan bahwa kualitas layanan berpengaruh positif dan signifikan terhadap trust (β = 0.722; p < 0.05) dan commitment (β = 0.685; p < 0.05). Namun, kualitas layanan tidak berpengaruh langsung terhadap loyalitas, commitment terbukti memediasi pengaruh kualitas layanan terhadap loyalitas secara signifikan, sedangkan trust tidak berperan sebagai mediator yang signifikan. Hal ini menunjukkan bahwa untuk meningkatkan loyalitas pelanggan harus disertai dengan strategi yang dapat menumbuhkan kepercayaan dan komitmen terlebih dahulu.

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This study aims to analyze the effect of service quality on customer loyalty of the XR-based Blackbox Studio at PT Produksi Film Negara (PFN) using the Commitment-Trust Model approach. The study also evaluates the mediating roles of trust and commitment in this relationship. Service quality is measured based on the five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The research adopts a mixed methods approach with an explanatory sequential design. Quantitative data were collected from 54 respondents through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), while qualitative data were obtained through in-depth interviews and analyzed thematically. The results show that service quality has a positive and significant effect on trust (β = 0.722; p < 0.05) and commitment (β = 0.685; p < 0.05). However, service quality does not have a direct effect on loyalty. Commitment is proven to significantly mediate the effect of service quality on loyalty, while trust does not play a significant mediating role. These findings indicate that in order to enhance customer loyalty, strategies must first foster both trust and commitment."

"Penelitian ini menganalisis strategi pemasaran digital melalui TikTok terhadap minat beli konsumen produk parfum Ascentsia dengan pendekatan stimulus - organism - response (SOR). Dua strategi utama yang diuji adalah live streaming commerce dan short video marketing, dengan emotional engagement dan customer trust sebagai mediator. Pendekatan kuantitatif digunakan dengan metode survei kepada 100 responden yang pernah menonton konten video pendek dan live streaming TikTok dari Ascentsia. Data dianalisis menggunakan metode PLS-SEM. Hasil menunjukkan bahwa live streaming commerce dan short video marketing berpengaruh langsung secara positif dan signifikan terhadap purchase intention (nilai t-statistics > 1.976 dan p-value < 0.05). Selain itu, emotional engagement dan customer trust juga berperan sebagai mediator yang signifikan dengan emotional engagement terbukti menjadi mediator paling kuat, terutama pada jalur live streaming commerce - emotional engagement - purchase intention (original sample = 0.172; t-statistics = 4.262; p-value = 0.000). Temuan ini menegaskan bahwa efektivitas strategi pemasaran digital di TikTok bergantung pada kemampuannya dalam membangun keterlibatan emosional dan kepercayaan konsumen sebagai jalur utama dalam meningkatkan minat beli yang berujung kepada peningkatan penjualan.

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This study analyzes digital marketing strategies through TikTok on consumer purchase intention of Ascentsia perfume products, using the stimulus–organism–response (SOR) approach. The two main strategies examined are live streaming commerce and short video marketing, with emotional engagement and customer trust as mediating variables. A quantitative approach was employed using a survey method distributed to 100 respondents who had previously watched Ascentsia’s short video and live streaming content on TikTok. The data were analyzed using PLS-SEM. The results indicate that both live streaming commerce and short video marketing have a positive and significant direct effect on purchase intention (t-statistics>1.976 and p-value < 0.05). Additionally, emotional engagement and customer trust serve as significant mediators, with emotional engagement proven to be the strongest mediator, especially in the pathway live streaming commerce - emotional engagement - purchase intention (original sample = 0.172; t-statistics = 4.262; p-value = 0.000). These findings confirm that the effectiveness of digital marketing strategies on TikTok depends on the platform's ability to build emotional engagement and consumer trust, which are key pathways in increasing purchase intention and ultimately driving sales."

"Penelitian ini menganalisi pengaruh Self-Congruity dan Perceived Congruence terhadap Brand Equity Kopi Nako Daur Baur Bogor, dimediasi oleh Brand Identification dan Brand Credibility. Penelitian kuantitatif ini menggunakan metode survei dengan skala likert tujuh poin yang disebarkan kepada 107 responden berusia 13-44 tahun yang berdomisili di Jabodetabek dan pernah mengunjungi outlet Kopi Nako Daur Baur Bogor. Analisis dilakukan menggunakan PLS-SEM. Hasil menunjukkan bahwa Self-Congruity dan Perceived Congruence masing-masing memiliki pengaruh kecil kepada Brand Equity secara langsung dan berpengaruh besar melalui mediator Brand Identification dan Brand Credibility (nilai T-statistics > 1.976 dan p-value < 0.05). Temuan ini menegaskan bahwa konsep ramah lingkungan pada coffee shop dapat meningkatkan Brand Equity melalui variabel Self-Congruity dan Perceived Congruence yang dimediasi oleh Brand Identification dan Brand Credibility.

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This study analyzes the influence of Self-Congruity and Perceived Congruence on the Brand Equity of Kopi Nako Daur Baur Bogor, mediated by Brand Identification and Brand Credibility. This quantitative research employed a survey method using a seven-point Likert scale, distributed to 107 respondents aged 13–44 years who reside in the Greater Jakarta area (Jabodetabek) and have visited the Kopi Nako Daur Baur Bogor outlet. The analysis was conducted using PLS-SEM. The results show that both Self-Congruity and Perceived Congruence have a small direct effect on Brand Equity but a significant indirect effect through the mediators Brand Identification and Brand Credibility (T-statistics > 1.976 and p-value < 0.05). These findings highlight that the environmentally friendly concept of the coffee shop can enhance Brand Equity through Self-Congruity and Perceived Congruence mediated by Brand Identification and Brand Credibility."