Analisis Peran Brand Image, E-WOM, E-Service Quality Dalam Membangun E-Satisfaction dan E-Loyalty Pada Pengguna Mobile Banking
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Abstract
Transformasi digital di sektor perbankan mendorong penggunaan mobile banking seperti BYOND by BSI untuk meningkatkan pengalaman dan keterikatan nasabah. Namun, menciptakan loyalitas pengguna secara digital masih menjadi tantangan, terutama dalam menjaga kepuasan yang berkelanjutan. Penelitian ini bertujuan untuk menguji pengaruh brand image, e-WOM, dan e-service quality terhadap e-satisfaction dan e-loyalty pada pengguna BYOND by BSI. Pendekatan yang digunakan adalah kuantitatif dengan metode Structural Equation Modeling (SEM) berbantuan AMOS, dengan sampel sebanyak 300 responden di wilayah DKI Jakarta. Hasil penelitian menunjukkan bahwa brand image, e-WOM, e-service quality secara langsung berpengaruh positif dan signifikan terhadap e-satisfaction maupun e-loyalty. Selain itu, e-satisfaction juga terbukti memiliki pengaruh positif dan signifikan terhadap e-loyalty. Temuan ini menegaskan pentingnya membangun persepsi merek yang kuat, menjaga kualitas layanan digital, serta mendorong interaksi positif antar pengguna dalam rangka menciptakan kepuasan dan loyalitas secara berkelanjutan terhadap aplikasi mobile banking.
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