Analisis Faktor Determinan Perilaku Multi-Homing Nasabah Perbankan di Jabodetabek

Abstract

Transformasi digital menurunkan hambatan perpindahan nasabah dan mendorong perilaku multi-homing, yaitu penggunaan lebih dari satu bank secara aktif dan bersamaan, sehingga menimbulkan risiko defeksi tersembunyi bagi bank. Literatur multi-homing masih terfragmentasi dan lebih banyak mengukur intensi daripada perilaku aktual. Penelitian ini mereduksi variabel determinan menjadi dimensi laten dan menganalisis pengaruhnya terhadap perilaku multi-homing. Data dikumpulkan dari 211 nasabah di Jabodetabek melalui kuesioner likert enam poin, lalu dianalisis dengan Exploratory Factor Analysis (EFA) dan Structural Equation Modeling-Partial Least Squares (SEM-PLS). EFA membentuk tiga dimensi laten. SEM-PLS menunjukkan dimensi manfaat fungsional menjadi pendorong terkuat, diikuti dimensi sosial-hedonis, sementara dimensi hambatan tidak berpengaruh signifikan. Temuan ini memberikan kerangka determinan multi-homing yang lebih ringkas bagi strategi retensi nasabah.

Digital transformation has lowered switching barriers and encouraged multi-homing, the active and simultaneous use of more than one bank, exposing banks to hidden defection. The literature on multi-homing remains fragmented and mostly measures intention rather than actual behavior. This study reduced the determinant variables into latent dimensions and analyzed their effect on multi-homing behavior. Data were collected from 211 banking customers in Greater Jakarta via a six-point Likert questionnaire, then analyzed using Exploratory Factor Analysis (EFA) and Partial Least Squares Structural Equation Modeling (SEM-PLS). EFA produced three latent dimensions. SEM-PLS results showed functional benefits as the strongest driver, followed by the social-hedonic dimension, while the barrier dimension had no significant effect. These findings offer a more parsimonious framework for customer retention strategy.