PENGARUH E-SERVICE QUALITY DAN E-TRUST TERHADAP E-SATISFACTION DAN E-LOYALTY NASABAH PENGGUNA MOBILE BANKING BPD DIY

Abstract

ABSTRAK

M-banking BPD DIY merupakan fasilitas layanan perbankan digital yang dapat digunakan oleh nasabah untuk melakukan transaksi keuangan secara online. Penelitian ini berkaitan dengan kepuasan nasabah dan loyalitas elektronik dengan menggunakan M-banking BPD DIY yang menarik untuk diulas karena terkait dengan keberhasilan sistem informasi perbankan dalam hal kualitas layanan elektronik dan kepercayaan elektronik yang dirasakan nasabah selama mengadopsi mobile banking. Penelitian ini menggunakan metode kuantitatif dengan melakukan serangkaian pengujian hipotesis penelitian. Penelitian ini melibatkan 350 responden dari pelanggan yang berada di BPD DIY Pembatu Tempel cabang Sleman yang diperoleh dengan menyebarkan kuesioner secara offline. Kuesioner yang diperoleh kemudian diolah menggunakan analisis SEM-PLS dengan bantuan aplikasi statistik SmartPLS versi 3.2.9. Penelitian ini berhasil menemukan bahwa E-Satisfaction berpengaruh positif dan signifikan terhadap E-Loyalty, E-Service Quality & E-Trust berpengaruh positif dan signifikan terhadap E-Satisfaction & E-Loyalty nasabah pengguna m-banking BPD DIY. Berdasarkan hasil penelitian diketahui bahwa kepuasan dan loyalitas nasabah m-banking BPD DIY akan meningkat apabila kualitas pelayanan dan kepercayaan terhadap m-banking BPD DIY dapat ditingkatkan. Nasabah yang memiliki kepuasan tinggi terhadap m-banking BPD DIY akan lebih sering menggunakan aplikasi tersebut sehingga loyalitas nasabah akan meningkat

Kata kunci: M-banking BPD DIY, E-Satisfaction, E-Loyalty, E-Service Quality & E-Trust

ABSTRACT

M-banking BPD DIY is a digital banking service facility that can be used by customers for online financial transactions. This research relates to customer satisfaction and electronic loyalty using BPD DIY M-banking which is interesting to review because it is related to the success of banking information systems in terms of electronic service quality and electronic trust felt by customers while adopting mobile banking. This research uses quantitative methods by conducting a series of research hypothesis testing. This study involved 350 respondents from customers located at BPD DIY Pembatu Tempel Sleman branch who were obtained by distributing questionnaires offline. The questionnaires obtained were then processed using SEM-PLS analysis with the help of the SmartPLS version 3.2.9 statistical application. This study managed to find that E-Satisfaction has a positive and significant effect on E-Loyalty, E-Service Quality & E-Trust has a positive and significant effect on E-Satisfaction & E-Loyalty customers using m-banking BPD DIY. Based on the results of the study, it was shown that m-banking BPD DIY customer satisfaction and loyalty would increase if the quality of service and trust in m-banking BPD DIY could be increased. Customers who have high satisfaction with BPD DIY m-banking will use the application more often so that customer loyalty will increase.

Keywords: M-banking BPD DIY, E-Satisfaction, E-Loyalty, E-Service Quality &