Pengaruh Digital Social Responsibility terhadap Peningkatan Purchase Intention Layanan Perbankan Pada Generasi Y: Tinjauan Social Exchange Theory
DOI:
https://doi.org/10.32670/pkg4t906Keywords:
Digital Social Responsibility, Loyalitas Merek, Sikap Merek, Generasi Y, Niat BeliAbstract
Penelitian ini bertujuan menganalisis pengaruh Digital Social Responsibility (DSR) terhadap purchase intention pada layanan perbankan di Indonesia serta mengevaluasi peran customer engagement in DSR, brand loyalty, brand attitude, dan moderasi Generation Y Consumers. Penelitian ini juga menguji ketidakkonsistenan pengaruh moderasi Generasi Y pada hubungan brand loyalty dan brand attitude terhadap purchase intention. Metode yang digunakan adalah pendekatan kuantitatif dengan desain kausal melalui penyebaran kuesioner kepada 381 responden Generasi Y yang menggunakan layanan perbankan dan mengetahui aktivitas DSR melalui media sosial. Analisis dilakukan menggunakan Structural Equation Modeling (SEM) dengan AMOS 24 dan SPSS. Hasil penelitian menunjukkan bahwa DSR berpengaruh positif terhadap customer engagement, brand loyalty, dan brand attitude, namun tidak berpengaruh langsung terhadap purchase intention. Brand loyalty terbukti memediasi pengaruh DSR terhadap purchase intention, sedangkan customer engagement dan brand attitude tidak memediasi hubungan tersebut. Selain itu, Generation Y Consumers tidak memoderasi hubungan brand loyalty maupun brand attitude terhadap purchase intention. Temuan ini mengindikasikan bahwa aktivitas DSR belum mampu secara langsung mendorong niat beli dan keputusan Generasi Y lebih dipengaruhi faktor lain seperti kepercayaan serta fungsionalitas layanan.
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