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Bangun, Budianto
Universitas Labuhanbatu
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Analysis of User Satisfaction and Loyalty in the BRI Mobile E-Banking Application using a Data Mining Approach (K-Means Clustering and Decision Tree) Bahri, Sri Mawarni; Harahap, Syaiful Zuhri; Irmayanti, Irmayanti; Bangun, Budianto
Sistemasi: Jurnal Sistem Informasi Vol 15, No 4 (2026): Sistemasi: Jurnal Sistem Informasi
Publisher : Program Studi Sistem Informasi Fakultas Teknik dan Ilmu Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32520/stmsi.v15i4.6305

Abstract

The development of information technology has driven digital transformation in the banking sector, particularly through e-banking services that provide convenience, speed, and flexibility for users in conducting financial transactions. The BRI Mobile (BRImo) application, as a digital service of Bank Rakyat Indonesia, plays an important role in improving service quality for customers. However, the emergence of negative perceptions regarding transaction notifications, along with varying user experiences, may affect user satisfaction and loyalty levels. The main problem in this study is that the patterns of user satisfaction and loyalty, as well as the most influential factors affecting both aspects, have not been clearly identified. This study aims to analyze the level of user satisfaction and loyalty toward the BRI Mobile application and to identify the dominant factors influencing them, namely ease of use, security, trust, and system performance. The research employs a quantitative approach using data mining techniques, specifically the K-Means Clustering algorithm to group users based on satisfaction levels, and a Decision Tree to determine the most influential factors affecting user loyalty. Data were collected through questionnaires distributed to 100 active BRImo users. The results show that users can be grouped into several clusters with different satisfaction characteristics. In addition, the Decision Tree analysis reveals that system performance is the most dominant factor influencing user satisfaction and loyalty, followed by ease of use, security, and trust. Overall, the combination of K-Means Clustering and Decision Tree methods provides a more comprehensive understanding of user satisfaction and loyalty patterns, and can serve as a basis for strategic decision-making to improve the quality of the BRI Mobile application services.
Co-Authors Abdillah, Ihsan Abdul Karim Abdul Rauf Afrendi, Mohammad Agus Susanto Ahmad Habibullah, Imam Akbar Ritonga, Ali Ali Akbar Ritonga Alpiansyah, Fredy Anjar, Agus Ardian, Aldi Aritonang, Putri Armaini, Indah Azwar Try Afandi Bahri, Sri Mawarni Barasa, Kristina Budi Febriani Dahrul Aman Harahap Dandi Febrian Dandi Febrian Dandi Febrianto Deci Irmayani Delima Harahap, Risma Depita Sari Ritonga Dwi Fitriani Dwi Fitriani Elysa Rohayani Hasibuan Febriani, Lisa Febrianto, Dandi Fitri Aini Nasution Guna Dharma, Aditya Halawa, Prianus Hanggi Kurniawan Harahap, Arman Hari Mansah Harimansyah Harimansyah Harimansyah Harimansyah, Harimansyah Hary Syahputra Hasby, Anzila Hasibuan, Dilla Puspita Hutagalung, Charles Efendy Ibnu Rasyid Munthe Ibnu Rasyid Munthe Inez Chania Panjaitan Irmayani, Deci Irmayanti Irmayanti Irmayanti Irmayanti, Irmayanti Iwan Purnama Iwan Purnama Jati, Dewi Sekar Juledi, Angga Putra Juwita Juwita, Juwita Khailizah Khailizah Lubis, Rizky Ramadhan Hasan Martha Pasha Uli Manullang Masrizal Masrizal mawarni, Putri Sigit Mesran, Mesran Mila Nirmala Sari Hasibuan Muhammad Halmi Dar Muti'ah, Rahma Muwanti, Apri Naibaho, Sri Fitriani Nasution, Agustina Nasution, Fitri Aini Nasution, Marnis Nona Oktari Novilda Elisabeth Mustamu Nurjannah Nurjannah Pane , Rahmadani Pane, Rahmadani Panjaitan, Bernat Prayetno, Sugeng Prayetno, Sugeng Prayetno Purba, Mhd. Rafly Puspita, Rinda Putra, Fasdiansyah Rahma Muti’ah Rakhmi Khalida Ramadani Pane Rambe, Nurhayati Ratna Sari Siagian Ridho Kurniawan Riskawati Riskawati Risma Delima Harahap Ritonga, Ali Akbar Ritonga, Mulkan Rohani Rohani Rohanita Hasibuan, Lily Safitri, Nina Sakinah Sakinah Sari, Ely Novita Sarifuddin Sarifuddin Shella Syahayana Sianipar, Vitasari Sihombing, Volvo Siregar, Ade Elvi Rizki Siregar, Sakinah Ubudiyah Sitorus, Sahat Parulian Sulaiman, Syahrol Suryadi, Sudi Sutrisno Dwi Raharjo Syafitri, Risma Syahfitri, Novi Syahputra, Rapian Syahrol Sulaiman Syahrol Sulaiman Ritonga Syahrol Sulaiman Ritonga Syaiful Zuhri Harahap Syaiful Zuhri Harahap Syaiful Zuhri Harahap Syawal Harahap, Fitra Tasya Novelia Br Sitorus Tegar, Tegar Tria Wulandari Utami, Ulfa Walida, Hilwa Windo Windo Tan Yusmaidar Sepriani Zakaria Pratama