Analisis Pengaruh Layanan Mobile Banking terhadap Kepuasan dan Loyalitas Nasabah Bank Syariah Indonesia

Abstract

Bank Syariah Indonesia (BSI) merupakan bank syariah yang paling banyak digunakan di Indonesia dengan persentase 51%. Sebagai bank syariah terbesar di Indonesia, BSI menyediakan layanan mobile banking yang dinamakan BSI Mobile untuk mempermudah nasabah dalam bertransaksi perbankan secara online melalui smartphone. Penelitian ini bertujuan mengkaji pengaruh aspek layanan digital mobile banking terhadap kepuasan dan loyalitas nasabah Bank Syariah Indonesia. Penelitian ini menggunakan metode kuantitatif dengan mengumpulkan data melalui survei yang diisi oleh nasabah BSI pengguna layanan BSI Mobile. Hasil analisis data dilakukan menggunakan SEM-PLS menunjukkan bahwa enam dari sembilan hipotesis dapat diterima. Variabel effort expectancy, facilitating conditions, social influence, sharia compliance, dan user interface berpengaruh positif dan signifikan terhadap user satisfaction. Variabel performance expectancy, price value, dan habit memiliki pengaruh positif namun tidak signifikan terhadap user satisfaction. Sedangkan variabel user satisfaction juga berpengaruh positif dan signifikan terhadap user loyalty.

Bank Syariah Indonesia (BSI) is the most widely used Islamic bank in Indonesia with a percentage of 51%. As the largest Islamic bank in Indonesia, BSI also provides a mobile banking service called BSI Mobile to facilitate customers in conducting online banking transactions through smartphones. This study aims to examine the influence of digital mobile banking service aspects on user satisfaction and user loyalty of Bank Syariah Indonesia. This research uses a quantitative method by collecting data through a survey filled out by BSI customers who use the BSI Mobile service. The results showed that six out of nine hypotheses were accepted. The variables of effort expectancy, facilitating conditions, social influence, sharia compliance, and user interface have a positive and significant effect on user satisfaction. The variables of performing expectancy, price value, and habit have a positive but insignificant effect on user satisfaction. Meanwhile, the user satisfaction variable also has a positive and significant effect on user loyalty.