Memperkuat Loyalitas Nasabah dalam Era Hybrid Banking: Peran Human Touch, Suku Bunga Simpanan dan Digital Experience pada Bank BNI Kantor Cabang Semarang

الملخص

Digital transformation is driving banks to adopt "hybrid banking"—an approach integrating digital services with face-to-face interactions—to meet increasingly diverse customer needs. This shift requires banks not only to introduce technological innovations but also to maintain high-quality personal interactions and offer competitive financial benefits to strengthen customer loyalty. This study aims to analyze the impact of "Human Touch," Deposit Interest Rates, and Digital Experience on the customer loyalty of PT Bank Negara Indonesia (Persero) Tbk, Semarang Branch. A quantitative approach was employed, utilizing a survey method with 110 respondents selected through purposive sampling. Data were collected via Likert-scale questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics software. The results indicate that Human Touch, Deposit Interest Rates, and Digital Experience all have a positive and significant impact on customer loyalty, both individually and simultaneously. Deposit Interest Rates emerged as the most dominant factor influencing customer loyalty. The findings suggest that customer loyalty in the hybrid banking era is shaped by the quality of personal interactions, the financial benefits received, and positive experiences with digital services. These results are expected to provide valuable insights for banks in designing service strategies that integrate relational, economic, and technological aspects to sustainably enhance customer loyalty.