Pengaruh Social Media Campaign Keamanan Data terhadap Repurchase Intention di Bank XYZ

Abstract

Perkembangan teknologi informasi telah mendorong perubahan besar dalam sektor perbankan melalui layanan digital yang membuat transaksi menjadi lebih mudah, cepat, dan fleksibel. Namun, kemudahan tersebut juga diikuti oleh meningkatnya risiko kejahatan digital yang dapat memengaruhi kredibilitas bank dan kepercayaan nasabah. Bank XYZ sebagai salah satu bank swasta terbesar di Indonesia dengan 42 juta nasabah merespons kondisi tersebut melalui social media campaign mengenai keamanan data. Strategi ini tidak hanya digunakan sebagai media edukasi, tetapi juga sebagai upaya membangun persepsi positif nasabah terhadap komitmen bank dalam menjaga keamanan data dan transaksi. Informasi yang relevan dan mudah dipahami melalui media sosial diharapkan dapat meningkatkan brand awareness, membentuk brand image yang positif, serta memperkuat brand trust nasabah. Ketiga aspek tersebut penting karena nasabah cenderung menggunakan kembali produk dan layanan bank yang dikenal, memiliki image baik, dan dipercaya mampu menjaga keamanan transaksi. Oleh karena itu, brand awareness, brand image, dan brand trust perlu dianalisis sebagai variabel yang menjelaskan pengaruh social media campaign terhadap repurchase intention nasabah. Penelitian ini bertujuan untuk menganalisis karakteristik nasabah yang dapat berpengaruh terhadap repurchase intention pada produk simpanan Bank XYZ; menganalisis pengaruh social media campaign terhadap brand awareness, brand image, dan brand trust; menganalisis pengaruh brand awareness, brand image, dan brand trust Bank XYZ repurchase intention produk simpanan Bank XYZ; merekomendasikan strategi social media campaign guna meningkatkan repurchase intention produk simpanan Bank XYZ. Pengumpulan data dilakukan melalui survei secara online menggunakan kuesioner. Metode penarikan sampel yang digunakan pada penelitian ini adalah convenience sampling. Kriteria responden yang dibutuhkan adalah nasabah bank XYZ dengan usia = 23 tahun dan telah melihat telah melihat social media campaign keamanan data Bank XYZ. Jumlah responden penelitian ini sebanyak 210 orang. Penelitian ini dianalisis menggunakan analisis deskriptif, analisis tabulasi silang dan structural equation modeling (SEM) dengan software SmartPLS. Hasil dari analisis deskriptif adalah mayoritas responden adalah perempuan dengan rentang usia 31 – 40 tahun yang menunjukan bahwa responden didominasi oleh kelompok usia produktif. Sebagian besar responden berdomisili di Jabodetabek dengan pendidikan S1/D4, yang mencerminkan tingkat pendidikan yang cukup tinggi. Dari sisi pekerjaan, responden didominasi oleh sektor formal seperti ASN, dosen, karyawan swasta, karyawan BUMN dengan penghasilan rentang Rp. 5.000.001 – Rp. 10.000.000 perbulan dan pengeluaran Rp 3.000.000 – Rp 10.000.000 perbulan. Mayoritas responden sudah menjadi nasabah Bank XYZ selama 6-10 tahun dan social media yang digunakan untuk melihat campaign keamanan data yakni Instagram. Berdasarkan tabulasi silang antara karakteristik demografi dengan repurchase intention, dari 9 indikator karakteristik yang dianalisis hanya indikator lama menjadi nasabah yang memiliki nilai p-value pada Chi Square kurang dari 0,05. Hal tersebut dapat disimpulkan semakin lama seseorang menjadi nasabah, semakin besar kecenderungan untuk tetap menggunakan produnk Bank XYZ. Sementara itu, indikator demografi lainnya tidak berpengaruh signifikan terhadap repurchase intention. Hasil analisis SEM menunjukkan bahwa seluruh variabel eksogen/independen social media campaign keamanan data memiliki pengaruh positif dan signifikan terhadap repurchase intention, melalui variabel intervening yakni brand awareness, brand image dan brand trust. Hasil tersebut menunjukan bahwa adanya social media campaign keamanan data dapat meningkatkan brand awareness sehingga dapat meningkatkan repurchase intention nasabah Bank XYZ. Campaign yang tepat sasaran dan mudah dipahami juga dapat meningkatkan brand image Bank XYZ sehingga dapat mendoorong repurchase intention. Social media campaign yang sesuai dengan kebutuhan nasabah juga dapat meningkatkan brand trust nasabah terhadap Bank XYZ yang kemudian berdampak pada adanya repurchase intention produk Bank XYZ. Bank XYZ direkomendasikan untuk untuk mengoptimalkan social media campaign melalui konten yang perlu disesuaikan dengan kebutuhan informasi serta karakteristik setiap segmen nasabah dan difokuskan pada kelompok yang paling berpotensi menerima manfaat terbesar. Penyampaian campaign juga perlu dilakukan melalui kanal digital yang tepat dengan fungsi yang saling terintegrasi, disertai pesan edukatif yang konsisten, relevan, dan berkelanjutan.

The rapid development of information technology has transformed the banking sector through digital services that make transactions easier, faster, and more flexible. However, these conveniences are also accompanied by increasing risks of digital crime, which may affect bank credibility and customer trust. As one of the largest private banks in Indonesia with 42 million customers, Bank XYZ responds to this condition through a social media campaign on data security. This strategy is used not only as an educational medium but also as an effort to build positive customer perceptions of the bank’s commitment to protecting data and transaction security. Relevant and easy-to-understand information delivered through social media is expected to increase brand awareness, build a positive brand image, and strengthen customer brand trust. These three aspects are important because customers tend to reuse the banking products and services of a bank that is well known, has a positive image, and is trusted to maintain transaction security. Therefore, brand awareness, brand image, and brand trust need to be analyzed as variables that explain the influence of social media campaigns on customer repurchase intention. This study aimed to analyze customer characteristics that may influence repurchase intention for Bank XYZ savings products; examine the effect of social media campaigns on brand awareness, brand image, and brand trust; analyze the effect of brand awareness, brand image, and brand trust on repurchase intention for Bank XYZ savings products; and recommend social media campaign strategies to increase repurchase intention. Data were collected through an online survey using a questionnaire. The sampling method used in this study was convenience sampling. The required respondents were Bank XYZ customers aged over 23 years who had seen Bank XYZ’s data security social media campaign. A total of 210 respondents participated in this study. The data were analyzed using descriptive analysis, cross-tabulation analysis, and Structural Equation Modeling (SEM) with SmartPLS software. The descriptive analysis showed that most respondents were female, aged 31–40 years, domiciled in Jabodetabek, and held a bachelor’s degree or Diploma IV, indicating that the respondents were generally in the productive age group with a relatively high level of education. Most respondents worked in the formal sector, had a monthly income of IDR 5,000,001–IDR 10,000,000, and monthly expenses of IDR 3,000,000–IDR 10,000,000. The majority had been customers of Bank XYZ for 6–10 years and mainly used Instagram to view data security campaigns. Based on the cross-tabulation analysis, only the length of time as a customer had a significant relationship with repurchase intention, as indicated by a chi-square p-value of less than 0.05. This means that the longer respondents had been customers, the greater their tendency to continue using Bank XYZ’s products, whereas other demographic indicators did not show a significant relationship. The SEM analysis results showed that the data security social media campaign had a positive and significant effect on repurchase intention through the intervening variables of brand awareness, brand image, and brand trust. These findings indicate that the implementation of data security social media campaigns can increase customers’ brand awareness, which in turn encourages their repurchase intention toward Bank XYZ products. A campaign that is well-targeted and easy to understand can also strengthen Bank XYZ’s brand image and further encourage repurchase intention. In addition, a social media campaign that aligns with customers’ needs can enhance customer trust in Bank XYZ, which ultimately contributes to repurchase intention toward Bank XYZ products. Bank XYZ is recommended to optimize its social media campaign by developing content that aligns with customers’ information needs and the characteristics of each customer segment, with a focus on groups that are most likely to gain the greatest benefits from data security education. The campaign should also be delivered through appropriate and integrated digital channels, supported by educational messages that are consistent, relevant, and sustainable.