. Analisis Pengaruh Perceived Usefulness dan Perceived Ease of Use Terhadap Customer Satisfaction dan Customer Loyalty Pada Layanan Mobile Banking: Studi Kasus Wondr by BNI

Abstract

Transformasi digital telah menjadi pendorong utama perubahan dalam industri perbankan, mendorong bank untuk mengadopsi inovasi layanan berbasis teknologi guna mempertahankan daya saing. Salah satu langkah strategis dilakukan oleh Bank Negara Indonesia (BNI) melalui peluncuran aplikasi superapp Wondr by BNI, menggantikan BNI Mobile Banking. Perubahan ini menghadirkan tantangan baru terkait penerimaan pengguna terhadap teknologi yang ditawarkan. Penelitian ini bertujuan untuk menganalisis pengaruh perceived usefulness dan perceived ease of use terhadap customer satisfaction dan customer loyalty pengguna Wondr by BNI, dengan mengacu pada Technology Acceptance Model (TAM). Penelitian menggunakan pendekatan kuantitatif dengan teknik convenience sampling terhadap 100 responden di wilayah Jabodetabek, dan data dianalisis menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa perceived usefulness dan perceived ease of use berpengaruh positif signifikan terhadap customer satisfaction, yang selanjutnya berkontribusi terhadap customer loyalty. Penelitian ini mengonfirmasi pentingnya kepuasan nasabah dalam mendukung loyalitas nasabah pada platform digital perbankan dengan meningkatkan perceived usefulness dan perceived ease of use.

Digital transformation has become a major driver of change in the banking industry, prompting financial institutions to adopt technology-based service innovations to maintain competitiveness. One strategic initiative undertaken by Bank Negara Indonesia (BNI) is the launch of the Wondr by BNI superapp, replacing the previous BNI Mobile Banking application. This transition presents new challenges regarding user acceptance of the new technology. This study aims to analyze the influence of perceived usefulness and perceived ease of use on customer satisfaction and customer loyalty among Wondr by BNI users, based on the Technology Acceptance Model (TAM). A quantitative approach was employed with convenience sampling involving 100 respondents from the Greater Jakarta area (Jabodetabek), and the data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results indicate that perceived usefulness and perceived ease of use have a positive and significant impact on customer satisfaction, which in turn positively influences customer loyalty. This study confirms the critical role of customer satisfaction in fostering customer loyalty towards digital banking platforms through improvement of perceived usefulness and perceived ease of use.