Analisis User Experience dan User Satisfaction pada Pengguna Superapps BYOND by BSI Area Jakarta

Abstract

Indonesia menempati peringkat ke-enam sebagai negara dengan jumlah pengguna smartphone terbanyak di dunia, dengan total mencapai 73 juta pengguna. Kondisi ini mendorong percepatan transformasi digital di berbagai sektor, termasuk industri perbankan. Sebagai bagian dari strategi penguatan layanan digital, Bank Syariah Indonesia (BSI) meluncurkan aplikasi Superapps BYOND by BSI yang mengintegrasikan layanan finansial, sosial, dan spiritual. Inisiatif ini hadir sebagai pengembangan lanjutan dari BSI Mobile untuk memberikan pengalaman digital yang lebih komprehensif kepada pengguna. Penelitian ini bertujuan untuk menganalisis pengalaman pengguna (user experience) dan kepuasan pengguna (user satisfaction) terhadap Superapps BYOND by BSI di wilayah Jakarta, dengan menggunakan metode User Experience Questionnaire (UEQ), Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), dan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian terhadap 175 responden, menunjukkan bahwa seluruh dimensi pengalaman pengguna memperoleh impresi positif di atas 0,8. Lebih lanjut, tingkat kesesuaian kinerja yaitu sebesar 94% dan nilai CSI sebesar 78,68%, yang tergolong dalam kategori memuaskan. Selanjutnya, analisis SEM-PLS menunjukkan bahwa seluruh dimensi user experience secara simultan berpengaruh signifikan terhadap user satisfaction. Secara parsial, dimensi attractiveness, efficiency, dependability, stimulation, dan novelty berpengaruh positif dan signifikan terhadap kepuasan pengguna Superapps BYOND by BSI.

Indonesia ranks sixth as the country with the highest number of smartphone users in the world, with a total of 73 million users. This condition encourages the acceleration of digital transformation in various sectors, including the banking industry. As part of its strategy to strengthen digital services, Bank Syariah Indonesia (BSI) launched the BYOND by BSI superapps application that integrates financial, social and spiritual services. This initiative comes as an advanced development of BSI Mobile to provide users with a more comprehensive digital experience. This study aims to analyze user experience and user satisfaction with the BYOND by BSI app in the Jakarta area, using the User Experience Questionnaire (UEQ), Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), and Structural Equation Modeling-Partial Least Squares (SEM-PLS) methods. The results of the study involving 175 respondents, showed that all dimensions of user experience obtained positive impressions above 0.8, with a performance fit level of 94% and a CSI value of 78.68%, which is classified as satisfactory. Furthermore, SEM-PLS analysis shows that all dimensions of user experience simultaneously have a significant effect on user satisfaction. Partially, the dimensions of attractiveness, efficiency, dependability, stimulation, and novelty have a positive and significant effect on user satisfaction of Superapps BYOND by BSI.