Pengaruh Kemudahan Penggunaan, Fitur M-Banking, Dan Customer Relationship Management Terhadap Kepuasan Pengguna M-DIN (Studi Kasus pada Nasabah Bank Muamalat Cabang Surabaya)

Abstract

Abstract

This study aims to examine the effect of perceived ease of use, mobile banking features, and Customer Relationship Management (CRM) on user satisfaction of the M-DIN application among customers of Bank Muamalat Surabaya Branch. This study adopted a quantitative approach with a causal associative research design. The research population comprised customers who actively use the M-DIN application, while the sample was selected through purposive sampling. Data were obtained by distributing questionnaires based on a five-point Likert scale and subsequently analyzed using multiple linear regression with IBM SPSS Statistics. The findings show that perceived ease of use, mobile banking features, and Customer Relationship Management simultaneously have The findings demonstrate that all three independent variables have a positive and statistically significant effect on user satisfaction. Furthermore, each independent variable individually contributes positively and significantly to user satisfaction. These findings suggest that improving application usability, providing comprehensive mobile banking features, and implementing effective Customer Relationship Management are essential factors in enhancing customer satisfaction with the M-DIN application.

Keywords: Perceived Ease of Use, Mobile banking Features, Customer Relationship Management, User Satisfaction.