The Influence of brand image, service quality, and perceived security on stakeholder loyalty: The moderating effect of stakeholder satisfaction

Rachmad Erwanto and Kumba Digdowiseso ()
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Rachmad Erwanto: National University, Faculty of Economics and Business
Kumba Digdowiseso: National University, Faculty of Economics and Business

A chapter in Proceedings of the International Conference on Business, Management, Accounting and Sustainable Economy (ICBMASE 2023), 2024, pp 42-51 from Springer

Abstract: Abstract This study aims to analyze the effect of Brand Image, Service Quality, and Perceived Security on stakeholder loyalty in Electronic-Based Government Systems (SPBE), with a focus on Information Technology Security Assessment (ITSA) services by the National Cyber ​​and Crypto Agency (BSSN). Data were obtained from a sample of 207 service user stakeholders at ITSA BSSN from January 2022 to June 2023. Respondents were selected using a random sampling technique. The type of data used is quantitative data obtained through questionnaires and documentation. After the data is collected, it is processed using the STATA 17 application using the moderate regression analysis (MRA) method. The results showed that of the three independent variables tested, only Service Quality and Perceived Security positively and significantly affected stakeholder loyalty to ITSA BSSN services. Meanwhile, Brand Image does not have a significant effect on stakeholder loyalty. This study also found that Stakeholder Satisfaction moderates the effect of Service Quality on stakeholder loyalty. These findings provide important insights for companies in increasing stakeholder loyalty. The company must focus on high-quality service and a good sense of security to achieve this goal. In addition, companies need to understand the vital role of stakeholder satisfaction in forming their loyalty to ITSA BSSN services. Continuous evaluation and improvement of service quality and application security are also needed to increase stakeholder loyalty to SPBE services. Companies must strengthen their brand image in facing competitive competition to attract more customers. Although this research has provided valuable insights, other factors may influence stakeholder loyalty. Therefore, further research is needed to deepen the understanding of the relationship between the main variables and stakeholder loyalty in ITSA BSSN services.

Keywords: ITSA; BSSN; Brand Image; Service Quality; Perceived Security; Stakeholder Satisfaction; Stakeholder Loyalty (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-394-8_4

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