PENGARUH LAYANAN MOBILE BANKING, PERSEPSI KEMUDAHAN PENGGUNAAN, PERSEPSI KEAMANAN, DAN PERSEPSI RASAPERCAYAAN TERHADAP KEPUASAN NASABAH PENGGUNA MOBILE BANKING (BRIMO) DI ERA DIGITAL

Aquiles Da Costa Martins, Daris Zunaida, Eny Widayawati

Sari


Perkembangan teknologi informasi mendorong bank untuk mengadopsi inovasi digital guna meningkatkan kualitas layanan, termasuk melalui aplikasi mobile banking BRImo. Penelitian ini bertujuan menganalisis faktor‐faktor yang memengaruhi kepuasan nasabah pengguna BRImo di BRI Unit UNISMA Malang. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan asosiatif. Sampel berjumlah 68 responden yang diperoleh melalui teknik non-probability sampling secara incidental. Data dikumpulkan menggunakan kuesioner Google Form dan dianalisis menggunakan SPSS 25 melalui uji validitas, reliabilitas, asumsi klasik, regresi berganda, uji hipotesis, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa variabel layanan mobile banking (X1) dan persepsi kepercayaan (X4) berpengaruh terhadap kepuasan nasabah (Y), sedangkan persepsi kemudahan penggunaan (X2) dan persepsi keamanan (X3) tidak berpengaruh terhadap kepuasan nasabah (Y). Uji F menunjukkan bahwa seluruh variabel independen berpengaruh secara simultan terhadap kepuasan nasabah. Nilai adjusted R-square sebesar 0,664 mengindikasikan bahwa 66,4% variasi kepuasan nasabah dijelaskan oleh variabel layanan mobile banking, kemudahan penggunaan, keamanan, dan kepercayaan, sedangkan 33,6% dipengaruhi oleh variabel lain di luar penelitian.


Kata Kunci


layanan mobile$ banking, pe$rse$psi ke$mudahan pe$nggunaan, pe$rse$psi ke$amanan, pe$rse$psi ke$pe$rcayaan, ke$puasan nasabah

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Referensi


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