Pengaruh Pengalaman Pengguna terhadap Loyalitas Platform melalui Mediasi Jalur Psikologis pada Mobile banking di Indonesia

Abstract

Industri mobile banking Indonesia tumbuh sangat pesat, tetapi dihadapkan pada tantangan mempertahankan loyalitas nasabah dalam ekosistem perilaku multi-banking dengan hambatan perpindahan yang rendah. Penelitian ini bertujuan mengembangkan dan menguji model integratif yang menjelaskan bagaimana User Experience memengaruhi Platform Loyalty melalui mediasi berurutan Digital Attachment dan Platform Preference pada pengguna mobile banking di Indonesia. Penelitian menggunakan desain survei potong lintang terhadap 124 pengguna aktif mobile banking yang menggunakan minimal dua aplikasi berbeda. Data dikumpulkan dengan kuesioner terstruktur yang mengukur User Experience (16 item, 4 dimensi), Digital Attachment (12 item, 3 dimensi), Platform Preference (9 item), dan Platform Loyalty (12 item, 3 dimensi) dengan skala Likert 5 poin, kemudian dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa User Experience berpengaruh positif sangat kuat terhadap Digital Attachment, Digital Attachment berpengaruh positif sangat kuat terhadap Platform Preference, dan Platform Preference berpengaruh positif sangat kuat terhadap Platform Loyalty. Pengujian mediasi mengonfirmasi bahwa pengaruh User Experience terhadap Platform Preference sepenuhnya dimediasi oleh Digital Attachment, sedangkan pengaruh Digital Attachment terhadap Platform Loyalty dimediasi oleh Platform Preference, sehingga jalur berurutan UX ? DA ? PP ? PL menjadi satu-satunya jalur signifikan menuju loyalitas platform . Model memiliki kemampuan penjelasan yang moderat–kuat terhadap varians Digital Attachment, Platform Preference, dan Platform Loyalty, serta memperkuat penerapan Teori Digital Attachment pada layanan keuangan berisiko tinggi dan menyajikan perumusan konsep Platform Preference dalam konteks perilaku multi-banking. Implikasi praktisnya, bank perlu memposisikan pengelolaan User Experience, keterikatan emosional digital, dan penguatan platform utama sebagai strategi inti retensi nasabah jangka panjang dalam persaingan mobile banking di

Indonesia’s mobile banking industry is growing rapidly but faces challenges in maintaining customer loyalty within a multi-banking ecosystem characterized by low switching barriers. This study aims to develop and test an integrative model that explains how User Experience affects Platform Loyalty through the sequential mediation of Digital Attachment and Platform Preference among mobile banking users in Indonesia. A cross-sectional survey design was employed involving 124 active mobile banking users who used at least two different applications. Data were collected using a structured questionnaire measuring User Experience (16 items, 4 dimensions), Digital Attachment (12 items, 3 dimensions), Platform Preference (9 items), and Platform Loyalty (12 items, 3 dimensions) on a 5-point Likert scale, and analyzed using PLS-SEM. The results show that User Experience has a very strong positive effect on Digital Attachment, Digital Attachment has a very strong positive effect on Platform Preference, and Platform Preference has a very strong positive effect on Platform Loyalty. Mediation testing confirms that the effect of User Experience on Platform Preference is fully mediated by Digital Attachment, while the effect of Digital Attachment on Platform Loyalty is mediated by Platform Preference, making the sequential path UX ? DA ? PP ? PL the only significant route to platform loyalty. The model demonstrates moderate to strong explanatory power for the variance in Digital Attachment, Platform Preference, and Platform Loyalty, reinforces the application of Digital Attachment theory in high-risk financial services, and offers a conceptual formulation of Platform Preference within a multi-banking context. Practically, banks need to position User Experience management, digital emotional attachment, and the strengthening of the primary platform as core strategies for long-term customer retention in Indonesia’s competitive mobile banking market.