Determinan Niat Pembelian Produk Perbankan Swasta: Peran Mediasi Kepuasan Pelanggan
-
Andina Fasha
*
Universitas Internasional Batam, Batam,
Indonesia
- Edison Edison Universitas Internasional Batam, Batam, Indonesia
- Golan Hasan Universitas Internasional Batam, Batam, Indonesia (*) Corresponding Author
Abstract
This research seeks to explain the extent to which trust, brand image, social influence, and service quality shape purchase intention toward private bank products in Batam City, treating customer satisfaction as an intervening variable. The study is motivated by the limited understanding of the factors driving purchase intention for banking products in Batam, a border region marked by intense economic activity. A quantitative survey design was applied, with questionnaires distributed to 250 respondents aged 22–42 who were customers of private banks in Batam and were selected through purposive sampling. Data were processed using PLS-SEM with SmartPLS version 4. The novelty of this study lies in its attempt to simultaneously examine four predictors while accounting for satisfaction as a mediating variable within the banking context of an industrial city. The findings reveal that trust and brand image significantly affect customer satisfaction, whereas social influence and service quality do not. With respect to purchase intention, brand image, trust, and social influence have a significant effect, whereas service quality does not. The study further shows that satisfaction strongly drives purchase intention, evidenced by a high R² value of 0.794. These results provide empirical support for trust and brand image as key predictors of customer satisfaction and purchase intention. The study contributes theoretically by extending a literature that has largely focused on loyalty or technology adoption through an integrated model of purchase intention for private bank products, and practically by showing that private banks in a border industrial city should prioritise trust and brand image and leverage recommendations from close social circles to stimulate purchase intention.
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