Pengaruh Benefits Offered Aplikasi Mobile Banking terhadap Kepuasan Nasabah, Kepercayaan, Loyalitas dan Positive Word Of Mouth (WOM)

Ika Maret Tiana
RR Yulianti Prihatiningrum
Ahmad Rifani

Abstract


Penelitian ini bertujuan untuk menganalisa benefits offered aplikasi mobile banking (X) sebagai variabel eksogen terhadap kepuasan nasabah(Y1), kepercayaan (Y2), loyalitas (Y3) dan positive WOM (Y4) sebagai variabel endogen, studi pada nasabah bank di Indonesia.Metode penelitian ini menggunakan kuesioner dengan 153 responden nasabah bank yang menggunakan aplikasi mobile banking sebagai sampel dan telah dipilih dari populasi keseluruhan bank di Indonesia yang memberikan layanan dengan aplikasi mobile banking. Metode analisis data pada penelitian ini menggunakan teknik Structural Equation Model (SEM) AMOS Ver.24.Hasil penelitian membuktikan bahwa 1) benefits offered aplikasi mobile banking pengaruh signifikan terhadap kepuasan nasabah, benefits offered dilihat dari kemudahan dan keamanan pada penggunaan aplikasi mobile banking; 2) kepuasan nasabahberpengaruh signifikan terhadap kepercayaan, nasabah yang merasakan puas terhadap aplikasi mobile banking akan percaya bahwa aplikasi mobile banking yang digunakan dengan benefits offered memberikan keamanan dan kemudahan; 3) kepuasan nasabahberpengaruh signifikan terhadap loyalitas, dengan adanya kepuasan terhadap benefits offered pada keamanan dan kemudahan maka nasabah akan mengunakan kembali aplikasi mobile banking; dan 4) kepuasan nasabahberpengaruh signifikan terhadap positive WOM, nasabah yang puas dengan benefits offered pada keamanan dan kemudahanmemberikan reaksi tanggapan yang positif terhadap nasabah pengguna aplikasi mobile banking.


Keywords


benefits offered, kepuasan nasabah, kepercayaan, loyalitas, positiveword of mouth (WOM). mobile banking

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DOI: http://dx.doi.org/10.30998/jabe.v5i4.4184

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