Faktor-Faktor Yang Mempengaruhi Kepuasan dan Loyalitas Nasabah Elektronik Pengguna M-banking Bank Syariah Indonesia
Abstrak
Mobile banking merupakan inovasi teknologi seluler yang disediakan oleh bank ritel dan lembaga keuangan mikro di negara maju maupun negara berkembang, keberadaan m-banking berpotensi mampu memberikan dampak yang besar terhadap pangsa pasar. Kepuasan dan loyalitas nasabah merupakan faktor penting dalam pengembangan dan pengelolaan perbankan syariah. Penelitian ini bertujuan untuk mengetahui pengaruh faktor kualitas layanan elektronik melalui enam dimensi terhadap kepuasan dan loyalitas nasabah. Beberapa faktor yang dapat mempengaruhi kepuasan nasabah pengguna m-banking antara lain dimensi kenyamanan, keamanan, kemudahan, desain, sistem aplikasi dan personal need. Penelitian ini menggunakan pendekatan kuantitatif dengan adopsi teknik SEM-PLS. Data primer sebanyak 204 yang diperoleh melalui penyebaran kuesioner dianalisis menggunakan perangkat lunak SmartPLS versi 4, menunjukkan hasil bahwa dimensi kemudahan, sistem aplikasi dan personal need berpengaruh positif dan signifikan terhadap kepuasan, kepuasan terbukti berpengaruh positif dan signifikan terhadap loyalitas, sedangkan kenyamanan, keamanan dan desain tidak berpengaruh signifikan terhadap kepuasan nasabah pengguna m-banking BSI. Penelitian berkontribusi memberikan rekomendasi strategi bagi pemasar dan pembuat kebijakan untuk meningkatkan kepuasan dan loyalitas nasabah Bank Syariah Indonesia.
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