PENGARUH KEPUASAN, KEPERCAYAAN DAN CONTINUANCE INTENTION TERHADAP LOYALITAS PADA PENGGUNA MOBILE BANKING
Kata Kunci:
Continuance Intention, Mobile Banking, Trust, Satisfaction, Customer Loyalty, Kepercayaan, Kepuasan, Loyalitas NasabahAbstrak
Mobile banking services are currently one of the top priorities for banks to provide services to customers in conducting financial transactions. This encourages all banks to provide mobile banking services. However, not all customers are always loyal to one service. Therefore, this study aims to examine consumer loyalty in the use of mobile banking services with a study at Bank BRI Kebumen Branch. A total of 100 customer respondents were involved in this study which were taken using convenience sampling techniques. the data collected was processed using SPSS version 24 and analyzed using path analysis and hypothesis testing. The results of the study concluded that all proposed hypotheses were accepted. This study also shows that consumer trust and satisfaction can act as antecedents of Continuance Intention or loyalty. Furthermore, the results of this study also show that trust is a variable that determines the effect on Continuance Intention and customer loyalty in mobile banking.
Layanan mobile banking pada saat ini menjadi salah satu prioritas utama bagi perbankan untuk memberikan layanan kepada nasabah dalam melakukan transaksi keuangannya. Hal ini mendorong semua perbankan untuk memberikan pelayan mobile banking. Akan tetapi tidak semua nasabah selalu setia pada satu layanan saja. Maka dari itu, penelitian ini bertujuan untuk menguji loyalitas nasabah pada penggunaan layanan mobile banking dengan studi pada Bank BRI Cabang Kebumen. Sebanyak 100 responden nasabah dilibatkan dalam penelitian ini yang diambil dengan menggunakan tehnik convenience sampling. data yang terkumpul diolah dengan menggunakan SPSS versi 24 dan dianalisis dengan menggunakan analisis jalur serta diuji hipotesisnya. Hasil penelitian menyimpulkan bahwa semua hipotesis yang diajukan dinyatakan diterima. Penelitian ini juga menunjukkan bahwa kepercayaan dan kepuasan nasabahmampu berperan sebagai anteseden dari Continuance Intention ataupun loyalitas nasabah. Lebih jauh lagi, hasil penelitian ini juga menunjukkan bahwa kepercayaan merupakan variabel yang mendeterminasi pengaruh terhadap Continuance Intention maupun loyalitas nasabah untuk menggunakan mobile banking.
Unduhan
Referensi
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