PERAN KEPUASAN NASABAH DAN PENGETAHUAN HIJAU DALAM HUBUNGAN PERBANKAN HIJAU DENGAN LOYALITAS NASABAH
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i6.p03Kata Kunci:
kepuasan nasabah; loyalitas nasabah; mediasi; pengetahuan hijau; perbankan hijau.Abstrak
Fenomena penerapan perbankan hijau semakin meluas di Indonesia, termasuk di Bank Central Asia (BCA) di Kabupaten Badung. Loyalitas nasabah tidak selalu berbanding lurus dengan inisiatif hijau, sehingga diperlukan analisis mengenai faktor yang memengaruhinya. Penelitian ini bertujuan menganalisis hubungan antara praktik perbankan hijau dan loyalitas nasabah dengan menguji peran mediasi kepuasan serta moderasi pengetahuan hijau. Metode kuantitatif digunakan pada 140 responden yang dipilih melalui purposive sampling. Data dianalisis menggunakan Partial Least Square–Structural Equation Modeling (PLS-SEM). Hasil menunjukkan praktik perbankan hijau tidak berpengaruh langsung terhadap loyalitas (p=0,153), tetapi berpengaruh positif signifikan terhadap kepuasan (p=0,000). Kepuasan terbukti meningkatkan loyalitas (p=0,000) dan memediasi penuh hubungan antara perbankan hijau dan loyalitas, sedangkan pengetahuan hijau tidak memoderasi hubungan tersebut (p=0,801). Implikasi penelitian menegaskan bahwa strategi keberlanjutan bank sebaiknya difokuskan pada peningkatan kepuasan nasabah sebagai jalur utama pembentukan loyalitas.
The growing adoption of green banking in Indonesia reflects the banking sector’s awareness of sustainability issues, including initiatives by Bank Central Asia (BCA) in Badung Regency. Customer loyalty, however, does not always align with these initiatives, creating the need to examine the factors that shape it. This study aims to analyze the relationship between green banking practices and customer loyalty by testing the mediating role of satisfaction and the moderating role of green knowledge. A quantitative approach was applied to 140 respondents selected through purposive sampling. Primary data were collected using online questionnaires and analyzed with Partial Least Square–Structural Equation Modeling (PLS-SEM). The findings indicate that green banking has no direct effect on loyalty (p=0.153) but exerts a positive and significant effect on satisfaction (p=0.000). Satisfaction significantly enhances loyalty (p=0.000) and fully mediates the link between green banking and loyalty, while green knowledge does not moderate the relationship (p=0.801). The study implies that sustainability strategies in banking should focus on strengthening customer satisfaction as the primary pathway to building loyalty.
Referensi
Ahmad, F., Zayed, N. M., & Harun, M. (2020). Factors behind the adoption of green banking by Bangladeshi commercial banks: A quantitative approach. . International Journal of Ethics and Systems, 36(2), 185–199. https://www.semanticscholar.org/paper/Factors-behind-the-Adoption-of-Green-Banking-by-Ahmad-Zayed/af2a51dd7674258be971e448cc53e3be90399d14
Aslam, W., & Jawaid, S. (2023). Let’s Go Green: Achieving Consumer-Related
Performance Outcomes in Banks. International Journal of Ethics and Systems. https://doi.org/10.1108/ijoes-01-2023-0019.
Bapat, D. (2017). Impact of Brand Familiarity on Brands Experience Dimensions for Financial Services Brands. International Journal of Bank Marketing. , 35(4), 637–648. https://doi.org/10.1108/IJBM-05-2016-0066
Cabral, C., & Dhar, R. (2020). Green Competencies: Insights and Recommendations from a Systematic Literature Review. Benchmarking: An International Journal, 28(1), 66–105. https://doi.org/10.1108/bij-11-2019-0489.
Chen, Y. S., & Chang, C. H. (2018). Enhance environmental commitments and green intangible assets toward green competitive advantages: An analysis of structural equation modeling (SEM). Journal of Business Ethics, 121(1), 1–14. https://doi.org/10.1007/s11135-011-9535-9
Chiguvi, D., & Guruwo, P. (2017). Impact of Customer Satisfaction on Customer Loyalty in the Banking Sector. International Journal of Scientific Engineering and Research, 5(2). https://doi.org/10.70729/IJSER151173
CNN Indonesia. (2021a). Digitalisasi, Cuma 0,7 Persen Transaksi BCA di Kantor Cabang.
CNN Indonesia. (2021b). Digitalisasi, Cuma 0,7 Persen Transaksi BCA di Kantor Cabang. https://www.cnnindonesia.com/ekonomi/20210907125636-78-690825/digitalisasi-cuma-07-persen-transaksi-bca-di-kantor-cabang.
Dang, N., & Ha, V. (2024). Satisfaction and Green Finance Continuance Behaviour at Ho Chi Minh City Commercial Bank. . Journal of Infrastructure, Policy and Development, 8(9). https://doi.org/10.24294/jipd.v8i9.8079
Dewi, K., & Indudewi, F. Y. R. (2024). GREEN BANKING IMPACT: MEDIATION OF GREEN IMAGE AND BANK TRUST ON BANK LOYALTY. PERFORMA: Journal of Management and Start-Up Business, 9(1). https://doi.org/10.37715/jp.v9i1.4513
Dewi, L. S. (2022). Peranan Perbankan Dalam Mendukung Green Economy Melalui Program Green Financing. In Strategi Pengembangan Kinerja Koperasi dan UMKM (pp. 161–168). http://repository.ikopin.ac.id/id/eprint/1397
Green Metric UI. (2024). Ranking Keseluruhan 2024.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2017). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 1–40). Springer International Publishing. https://doi.org/10.1007/978-3-319-05542-8_15-1
Handajani, L., Rifai, A., & Husnan, L. H. (2019). Kajian Tentang Inisiasi Praktik Green Banking Pada Bank BUMN (Handajani Kajian Tentang Inisiasi Praktik Green Banking Pada Bank BUMN. Jurnal Economia, 15(1). https://doi.org/10.21831/economia.v15i1.21954
Jalu, G., Dasalegn, G., Japee, G., Tangl, A., & Boros, A. (2024). Investigating the Effect of Green Brand Innovation and Green Perceived Value on Green Brand Loyalty: Examining the Moderating Role of Green Knowledge. Sustainability (Switzerland), 16(1). https://doi.org/10.3390/su16010341
Millenia, H. F. (2024). Millenia 2024 [UNIVERSITAS ISLAM NEGERI (UIN) SYARIF HIDAYATULLAH JAKARTA].
https://repository.uinjkt.ac.id/dspace/handle/123456789/76556
Muflih, M., Iswanto, B., & Purbayati, R. (2023). Green loyalty of Islamic banking customers: combined effect of green practices, green trust, green perceived value, and green satisfaction. International Journal of Ethics and Systems. https://doi.org/10.1108/ijoes-03-2023-0062.
Negassa, G. J., & Japee, G. P. (2023). The Effect of Bonding, Responsiveness and Communication on Customer Retention: The Mediating Role of Customer Satisfaction. Journal of Relationship Marketing, 22(2), 115–131. https://doi.org/10.1080/15332667.2023.2191111
Nisaputra, R. (2023). Konsisten Jaga Kepuasan dan Loyalitas Nasabah, BCA Raih SLE Awards 2023. InfobankNews. https://infobanknews.com/konsisten-jaga-kepuasan-dan-loyalitas-nasabah-bca-raih-sle-awards-2023/.
Oliver, & Richard L. (2015). Satisfaction: A Behavioral Perspective on the Consumer: A Behavioral Perspective on the Consumer.
Pawar, D. S., & Munuswamy, J. (2022). The linkage between green banking practices and green loyalty: A customer perspective. Banks and Bank Systems, 17(3), 201–212. https://doi.org/10.21511/bbs.17(3).2022.17
Pratama, I. P. D. W. dan Suryani, A. (2017). Peran Green Satisfaction Memediasi Hubungan Green Brand Image terhadap Green Brand Equity. E-Jurnal Manajemen Unud, hal. 6.
Prayoga, I. M. S., Giantari, I. G. A. K., Setiawan, P. Y., & Widagda K, I. G. N. J. A. (2024). Green Loyalty – Empirical Experience from a Systematic Literature Review. Jurnal Ilmu Sosial Dan Humaniora, 13(1), 153–165. https://doi.org/10.23887/jish.v13i1.74845
PT Bank Central Asia Tbk. (2022). Tentang BCA: Perbankan Berkelanjutan BCA. https://www.bca.co.id/id/tentang-bca/Keberlanjutan/Perbankan-berkelanjutan.
PT Bank Central Asia Tbk. (2023). Live to Empower - Laporan Keberlanjutan .
PT Katadata Indonesia. (2002). Persepsi Masyarakat Terhadap Produk Keuangan Berkelanjutan.
Rahadi, D. R. (2023). Pengantar Partial Least Square Structural Equation Model (PLS-SEM). CV. Lentera Ilmu Madani.
Ria, D., Iqbal Fasa, M., Fachri, A., & Islam Negeri Raden Intan Lampung, U. (n.d.). PENERAPAN GREEN BANKING DI LINGKUNGAN BANK MUAMALAT INDONESIA. JIHBIZ: Global Journal of Islamic Banking and Finance, 5(1), 2023.
Riesya Nabiela Rahma Putri, & Titis Miranti. (2024). The Influence of Green Practices and Green Perceived Value on Green Loyalty through Green Satisfaction with Gender as a Moderating Variable. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(5), 4833–4848. https://doi.org/10.47467/alkharaj.v6i5.1984
Ryantari, W. G. A. dan Giantari, I. G. A. K. (2020). Green Knowledge, Green Attitude, dan Environmental Concern Berpengaruh Terhadap Niat Beli. E-Jurnal Manajemen Universitas Udayana, 9(7). https://doi.org/10.24843/ejmunud.2020.v09.i07.p05.
Sivalogathasan, V., & Jahufer, A. (2024). Multiple Mediation and Moderation Variables Effect and Review: Statistical Analysis with a Multiple Independent Variables. Sri Lanka Journal of Management Studies, 6(1), 20–43. https://doi.org/10.4038/sljms.v6i1.126
Subagja, I. K., & Susanto, P. H. (2019). Pengaruh Kualitas Pelayanan, Kepuasan Nasabah dan Citra Perusahaan Terhadap Loyalitas Nasabah PT. Bank Central Asia Tbk Kantor Cabang Pondok Gede Plaza. Jurnal Manajemen Bisnis Krisnadwipayana., 7. https://doi.org/10.35137/JMBK.V7I1.249
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Sun, H., Rabbani, M. R., Ahmad, N., Sial, M. S., Guping, C., Zia-Ud-din, M., & Fu, Q. (2020). Csr, co-creation and green consumer loyalty: Are green banking initiatives important? A moderated mediation approach from an emerging economy. Sustainability (Switzerland), 12(24), 1–22. https://doi.org/10.3390/su122410688
Wardana, I. M. (2021). Metodologi Penelitian Bisnis: Suatu Pendekatan Praktis Penyusunan Skripsi, Tesis dan Disertasi. CV Setia Bakti.
Yohana Julianti Siregar, Sudharto P. Hadi, & Sari Listyorini. (2024). The influence of green brand image and green perceived quality towards green loyalty through green satisfaction as an intervening variable for LG consumers in Semarang city. World Journal of Advanced Research and Reviews, 22(2), 1853–1864. https://doi.org/10.30574/wjarr.2024.22.2.1503
Young, W., Hwang, K., McDonald, S., & Oates, C. J. (2009). Sustainable Consumption: Green Consumer Behaviour When Purchasing Products. Sustainable Development, 18(1), 20–31. https://doi.org/10.1002/sd.394
Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and Truths About Mediation Analysis. Journal of Consumer Research, 37, 143–151. https://doi.org/doi.org/10.1086/651257
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Kania Putri Susanto, I Made Wardana
Artikel ini berlisensi Creative Commons Attribution 4.0 International License.
