Pengaruh Kepuasan Kualitas Layanan Digital Terhadap Loyalitas Nasabah Bank Muamalat Indonesia

Abstract

Adanya pelayanan secara digital atau salah satunya mobile banking merupakan suatu solusi yang tepat untuk menghadapi persaingan dalam industri perbankan. Dengan banyaknya keunggulan yang dimiliki dari mobile banking, Bank Muamalat Indonesia turut serta mengadopsi manfaat aplikasi tersebut guna meningkatkan performa kualitas Bank Muamalat Indonesia. Namun laporan survei menunjukkan bahwa peforma kinerja pada layanan digital di Bank Muamalat Indonesia lebih rendah daripada pelayanan digital perbankan syariah lainnya. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi kepuasan nasabah terhadap layanan digital serta pengaruhnya terhadap loyalitas nasabah Bank Muamalat Indonesia. Pengukuran kepuasan nasabah menggunakan konsep UTAUT 2 (Unified Theory of Acceptance and Use of Technology). Metode yang digunakan dalam penelitian ini adalah SEM-PLS. Hasil analisis SEM-PLS menunjukkan variabel effort expectancy, social influence, facilitating conditions, dan habit masing-masing berpengaruh secara signifikan terhadap user satisfaction, serta variabel user satisfaction berpengaruh secara signifikan terhadap continued usage intention. Namun variabel performance expectancy, sharia compliance, dan price value tidak berpengaruh terhadap user satisfaction. Penelitian ini diharapkan dapat menjadi preferensi pedoman yang berlaku untuk menerapkan dan merancang mobile banking secara efektif.

The existence of digital services or one of them is mobile banking is the right solution to face competition in the banking industry. With the many advantages of mobile banking, Bank Muamalat Indonesia also adopts the benefits of the application to improve the quality performance of Bank Muamalat Indonesia. However, the survey report shows that the performance of digital services at Bank Muamalat Indonesia is lower than other digital Islamic banking services. This study aims to analyze the factors that influence customer satisfaction with digital services and their effect on customer loyalty at Bank Muamalat Indonesia. Measurement of customer satisfaction uses the concept of UTAUT 2 (Unified Theory of Acceptance and Use of Technology). The method used in this research is SEM-PLS. The results of the SEM-PLS analysis show that the variables of effort expectancy, social influence, facilitating conditions, and habit each have a significant effect on user satisfaction, and the variable user satisfaction has a significant effect on continued usage intention. However, the performance expectancy, sharia compliance, and price value variables have no effect on user satisfaction. This research is expected to be a guideline preference that applies to implementing and designing mobile banking effectively.