Analisis pengaruh perceived values terhadap produk digital saving BRI, e-trust, e-satisfaction terhadap e-loyalty pada nasabah BRI

Santoso, Andreas Chandra (2022) Analisis pengaruh perceived values terhadap produk digital saving BRI, e-trust, e-satisfaction terhadap e-loyalty pada nasabah BRI. Masters thesis, Universitas Pelita Harapan.

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Abstract

Digitalisasi telah mendominasi hampir semua aspek bisnis terutama aspek perbankan. Berbagai layanan perbankan digital menawawarkan banyak kemudahan dibandingkan dengan layanan digital konvensional. Penelitian ini bertujuan untuk menguji pengaruh perceived value, brand image, e-trust dan e satisfaction terhadap e-loyalty pada nasabah Bank BRI yang merupakan salah satu Bank BUMN terbesar di Indonesia. Penelitian ini dilakukan pada 835 nasabah BRI menggunakan convenience sampling yang berdomisili di Kota Jakarta, Bandung dan Denpasar yang merupakan kota dengan jumlah penggunaan layanan Digital Saving BRI terbanyak pada tahun 2021. Teknik analisa yang digunakan dalam penelitian ini adalah Structural Equational Modelling (SEM) dengan program Smart-PLS versi 3. Hasil penelitian menunjukan bahwa seluruh hipotesis didukung sehingga perceived value, brand image, e-trust dan e satisfaction memiliki pengaruh yang signifikan terhadap e-loyalty. Begitu juga dengan perceived value yang memiliki pengaruh yang signifikan terhadap brand image. / Digitalization has dominated almost all aspects of business, especially banking. Various digital banking services offer many conveniences compared to conventional digital services. This study aims to examine the effect of perceived value, brand image, e-trust and e-satisfaction on e-loyalty for BRI Bank customers, which is one of the largest state own banks in Indonesia. This research was conducted on 835 BRI customers using convenience sampling who are domiciled in the cities of Jakarta, Bandung and Denpasar, which are cities with the highest number of users of Digital Saving services in 2021. The analysis technique used in this study is Structural Equational Modeling (SEM) with the Smart-PLS version 3 program. The results show that all hypotheses are supported so that perceived value, brand image, e-trust and e-satisfaction have a significant effect on e-loyalty . Likewise with perceived value which has a significant influence on brand image.

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