Pengaruh Digital Leadership dan Customer Relationship Management berbasis Mobile terhadap Loyalitas Nasabah Bank Maluku Malut Cabang Pembantu Geser
DOI:
https://doi.org/10.61404/mutiara.v4i4.571Keywords:
Digital, Leadership, Mobile, LoyaltyAbstract
Digital transformation in banking has reshaped service delivery and customer interactions through mobile banking, requiring fast, secure, responsive, and relevant services. Digital Leadership and mobile-based Customer Relationship Management (CRM) are strategic approaches to maintaining loyalty. This study examines their effects on customer loyalty at Bank Maluku Malut, Geser Sub-Branch. A quantitative cross-sectional survey involved 222 mobile banking customers. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). Results show that Digital Leadership has a positive and significant effect, with a t-statistic of 5.243 and p-value of 0.000, while mobile-based CRM also has a positive and significant effect, with a t-statistic of 7.116 and p-value of 0.001. The R² value of 0.712 indicates that both variables explain 71.2% of loyalty variation. Mobile-based CRM has a larger effect size (f² = 0.392) than Digital Leadership (f² = 0.224). The novelty lies in integrating both predictors within a regional development bank in an archipelagic context.
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