Risk Tolerance dan Brand Trust terhadap Investment Decision dan Customer Engagement Behavior (Studi pada Nasabah Private PT Bank Rakyat Indonesia (Persero) Tbk di Jawa Timur

Wijayanti, Evifana Santi and Desi tri Kurniawati, Dr. and Ainur Rofiq, S.Kom., SE., MM., Ph.D., CFA (2024) Risk Tolerance dan Brand Trust terhadap Investment Decision dan Customer Engagement Behavior (Studi pada Nasabah Private PT Bank Rakyat Indonesia (Persero) Tbk di Jawa Timur. Magister thesis, Universitas Brawijaya.

Abstract

Tujuan penelitian ini adalah untuk menguji dan menganalisis pengaruh risk tolerance dan brand trust terhadap customer engagement behaviour dengan investment decision sebagai mediasi pada PT. Bank BRI (Persero) Tbk di Jawa Timur. Sampel penelitian dilakukan pada nasabah private Bank BRI sebanyak 144 orang. Teknik pengambilan sampel menggunakan random sampling. Analisis data yang digunakan adalah PLS (Partial Least Square) dengan bantuan software WarpPLS. Hasil penelitian menunjukkan bahwa risk tolerance berpengaruh signifikan terhadap investment decision. Namun, risk tolerance berpengaruh tidak signifikan terhadap customer engagement behaviour. Di sisi lain, brand trust berpengaruh signifikan terhadap investment decision dan customer engagement behaviour. Investment decision juga berpengaruh signifikan terhadap customer engagement behaviour. Namun, investment decision tidak dapat memediasi pengaruh risk tolerance terhadap customer engagement behaviour

English Abstract

This study aims to examine and analyze the influence of risk tolerance and brand trust on customer engagement behavior with investment decision as a mediator at PT. Bank BRI (Persero) Tbk in East Java. The sample consisted of 144 private customers of Bank BRI, selected through random sampling. The data analysis was conducted using Partial Least Square (PLS) with the assistance of WarpPLS software. The research results show that risk tolerance has a significant influence on investment decision. However, risk tolerance does not have a significant effect on customer engagement behavior. On the other hand, brand trust significantly affects both investment decision and customer engagement behavior. Investment decision also significantly influences customer engagement behavior. However, investment decision cannot mediate the effect of risk tolerance on customer engagement behavior.

Item Type:	Thesis (Magister)
Identification Number:	0424020037
Uncontrolled Keywords:	Risk Tolerance, Brand Trust, Investment Decision, Customer Engagament Behaviour
Divisions:	S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User:	Unnamed user with username nova
Date Deposited:	11 Nov 2024 02:54
Last Modified:	11 Nov 2024 02:54
URI:	http://repository.ub.ac.id/id/eprint/232219

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