<![CDATA[Transformasi digital perbankan mengubah mekanisme pelayanan dan pola transaksi nasabah sehingga memerlukan evaluasi terhadap faktor-faktor yang berkaitan dengan kepuasan. Penelitian ini bertujuan menganalisis hubungan layanan digital, kualitas layanan, dan perubahan perilaku transaksi dengan kepuasan nasabah PT Bank Central Asia Tbk. Penelitian menggunakan pendekatan kuantitatif dengan desain asosiatif. Data dikumpulkan melalui kuesioner terhadap 96 nasabah BCA menggunakan teknik purposive sampling dan dianalisis dengan regresi linear berganda. Hasil menunjukkan bahwa layanan digital berhubungan positif tetapi tidak signifikan dengan kepuasan (p = 0,061), sedangkan kualitas layanan menunjukkan hubungan positif dan signifikan (p < 0,001). Perubahan perilaku transaksi signifikan berdasarkan regresi OLS (p = 0,026), tetapi tidak signifikan dalam analisis sensitivitas HC3 (p = 0,151). Secara simultan, model menunjukkan signifikansi statistik (F = 228,247; p < 0,001) dengan koefisien determinasi sebesar 0,882. Temuan ini menunjukkan bahwa kualitas layanan memiliki hubungan paling konsisten dengan kepuasan nasabah. Namun, multikolinearitas yang tinggi membatasi interpretasi kontribusi parsial masing-masing variabel. Penelitian ini menekankan pentingnya kualitas pelayanan dalam pengembangan layanan perbankan digital. Digital transformation in banking has reshaped service delivery and customer transaction behavior, highlighting the importance of examining factors associated with customer satisfaction. This study investigates the relationships between digital banking services, service quality, changes in transaction behavior, and customer satisfaction at PT Bank Central Asia Tbk. A quantitative approach with an associative research design was employed. Data were collected through questionnaires from 96 BCA customers selected using purposive sampling and analyzed using multiple linear regression. The results show that digital banking services have a positive but statistically insignificant association with customer satisfaction (p = 0.061), whereas service quality has a positive and statistically significant association (p < 0.001). Changes in transaction behavior show a statistically significant association under ordinary least squares (OLS) regression (p = 0.026), but this association is no longer statistically significant when HC3 robust standard errors are applied (p = 0.151). The overall regression model is statistically significant (F = 228.247; p < 0.001) and explains 88.2% of the variation in customer satisfaction (R² = 0.882). These findings indicate that service quality has the most consistent association with customer satisfaction. Nevertheless, substantial multicollinearity limits the interpretation of the individual contributions of the predictors. The study underscores the importance of maintaining service quality alongside the development of digital banking services.]]>
