Kolaborasi biaya, keamanan, keunggulan relatif, respons, dan kenyamanan terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan BCA = Mobile Banking di wilayah Jabodetabek

Susanto, Ryo Rafael (2023) Kolaborasi biaya, keamanan, keunggulan relatif, respons, dan kenyamanan terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan BCA = Mobile Banking di wilayah Jabodetabek. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini menyoroti peran krusial kepuasan pelanggan sebagai mediator dalam pengaruh faktor-faktor seperti biaya, keamanan, keunggulan relatif, respons, dan kenyamanan terhadap loyalitas pelanggan terhadap layanan mobile banking BCA. Kepuasan pelanggan mencerminkan pengalaman keseluruhan nasabah, termasuk penanganan biaya terkait, tingkat keamanan, respons bank terhadap masalah pelanggan, dan tingkat kenyamanan pengguna. Penelitian ini melibatkan sampel 350 pengguna dari Jabodetabek, terutama generasi millenial dan generasi Z, dengan usia berkisar antara 17 hingga 41 tahun. Paradigma penelitian yang digunakan dalam penelitian ini adalah paradigma kuantitatif dengan analisis menggunakan SPSS dan AMOS. Penelitian ini menemukan bahwa kepuasan pelanggan di BCA Mobile Banking berkontribusi positif terhadap loyalitas, sementara biaya yang rendah meningkatkan kepuasan. Faktor lain seperti keamanan, keunggulan relatif, responsivitas, dan kenyamanan juga memengaruhi positif kepuasan pelanggan. Meskipun demikian, peran biaya terhadap loyalitas pelanggan tidak terbukti signifikan. Dalam konteks layanan perbankan seluler, studi komparatif dengan penelitian terdahulu menunjukkan kesamaan temuan pada beberapa aspek, namun perbedaan pada pengaruh biaya terhadap loyalitas, mungkin mencerminkan perubahan persepsi pelanggan terhadap faktor ini. Implikasinya, pemahaman ini dapat membantu BCA meningkatkan strategi layanan di era perbankan digital yang kompetitif. / This study highlights the crucial role of customer satisfaction as a mediator in the influence of factors such as cost, security, relative advantage, responsiveness, and convenience on customer loyalty towards BCA mobile banking services. Customer satisfaction reflects the overall experience of customers, including handling related costs, the level of security, the bank's responsiveness to customer issues, and the level of user convenience. The study involves a sample of 350 users from Jabodetabek, mainly millennials and Generation Z, aged between 17 and 41 years old. The research paradigm employed in this study is a quantitative paradigm with analysis conducted using SPSS and AMOS. The study found that customer satisfaction in BCA Mobile Banking positively contributes to loyalty, while low costs enhance satisfaction. Other factors such as security, relative advantage, responsiveness, and convenience also positively influence customer satisfaction. However, the role of costs in customer loyalty was not significantly proven. In the context of mobile banking services, comparative studies with previous research show similarities in some aspects, but differences in the influence of costs on loyalty, possibly reflecting changes in customer perceptions of this factor. The implications suggest that this understanding can assist BCA in enhancing service strategies in a competitive digital banking era.

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