Pengaruh perceived interactivity terhadap consumer trust dan consumer satisfaction (studi pada konsumen bank Jago dari kalangan mahasiswa) = The influence of perceived interactivity on customer trust and customer satisfaction (a study on bank jago consumers among college students)

Boediono, Felicia Carissa (2024) Pengaruh perceived interactivity terhadap consumer trust dan consumer satisfaction (studi pada konsumen bank Jago dari kalangan mahasiswa) = The influence of perceived interactivity on customer trust and customer satisfaction (a study on bank jago consumers among college students). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan teknologi digital telah mendorong perubahan besar dalam industri perbankan dan menciptakan transformasi bank digital. Namun, di tengah perkembangan yang ada bank digital memiliki hambatan untuk dapat membangun kepercayaan serta memenuhi kepuasan pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh perceived interactivity terhadap consumer trust dan consumer satisfaction pada pengguna bank digital Bank Jago yang merupakan mahasiswa. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian survei yang dilakukan melalui instrumen kuesioner yang diukur melalui Skala Likert 1 – 5 poin. Metode sampling yang digunakan dalam penelitian ini adalah non-probability sampling dengan teknik purposive sampling dan diperoleh sampel penelitian sebanyak 155 responden. Data pada penelitian ini dianalisis menggunakan structural equation modelling dengan aplikasi Smart PLS. Hasil penelitian menunjukkan bahwa perceived interactivity memiliki pengaruh positif yang signifikan terhadap consumer trust dan consumer satisfaction pada pengguna bank digital Bank Jago. Selain itu, hasil penelitian ini juga menunjukkan bahwa pentingnya interaktivitas dalam platform digital untuk menumbuhkan kepercayaan dan kepuasan konsumen. / The development of digital technology has driven major changes in the banking industry and created digital bank transformation. However, in the midst of existing developments, digital banks have obstacles in building trust and meeting customer satisfaction. This research aims to determine the effect of perceived interactivity on consumer trust and consumer satisfaction among Bank Jago digital bank users who are students. This research uses a quantitative approach with a survey research method carried out through a questionnaire instrument which is measured using a 1 - 5 point Likert Scale. The sampling method used in this research was non-probability sampling with a purposive sampling technique and a research sample of 155 respondents was obtained. The data in this study were analyzed using structural equation modeling with the Smart PLS application. The research findings show that perceived interactivity has a significant positive influence on consumer trust and consumer satisfaction among Bank Jago digital bank users. Apart from that, the results of this research also highlights the importance of interactivity features in digital platforms to foster consumer trust and satisfaction.

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