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This Author published in this journals
All Journal Contemporary Islamic Economic and Business Review
Rita Kusumadewi
UIN Siber Syekh Nurjati Cirebon Indonesia
Economics, Econometrics & Finance

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Pengaruh Content Marketing Dan Perceived Ease of Use Terhadap Kepuasan Penggunaan Aplikasi BYOND Pada Nasabah Bank Syariah Indonesia Dinda Najwa Legina; Rita Kusumadewi; Toto Suharto
CIEBER: Contemporary Islamic Economic and Business Review Vol. 2 No. 2 (2026): Ekonomi Berdampak dan Berkelanjutan
Publisher : Fakultas Ekonomi dan Bisni Islam UIN Siber Syekh Nurjati Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70095/cieber.v2i2.37

Abstract

This study examines the influence of content marketing and perceived ease of use on user satisfaction with the BSI Mobile app among Bank Syariah Indonesia customers at the BSI Kuningan Branch, using a quantitative method through a survey of 100 respondents selected via purposive sampling. Primary and secondary data were analyzed using SmartPLS 4 through outer model analysis, inner model analysis, and hypothesis testing. The results of the study indicate that, individually, content marketing (F² = 0.112) and perceived ease of use (F² = 0.881) have a positive and significant effect on user satisfaction; simultaneously, these two variables also have a positive and significant effect with an R² value of 0.772, or 77.2%, indicating a strong contribution to increasing user satisfaction with the BSI Mobile app.
Co-Authors Dinda Najwa Legina Toto Suharto