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All Journal JURNAL LENTERA BISNIS Jurnal Ekonomi Nanggroe: Journal Of Scholarly Service Jurnal Pengabdian Masyarakat Bangsa Jurnal Lentera Pengabdian JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah Riwayat: Educational Journal of History and Humanities Nanggroe: Journal of Scholarly Service VIDHEAS: Jurnal Nasional Abdimas Multidisiplin Jurnal Pelita Pengabdian Jurnal Pengabdian Sosial SEMANIS
Fachrial Banyu Asmoro
Universitas Pelita Bangsa
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Journal : SEMANIS

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PENGARUH KUALITAS LAYANAN, KEMUDAHAN PENGGUNAAN, DAN PROMOSI TERHADAP KEPUASAN PENGGUNA FITUR TRANSFER DAN PEMBAYARAN APLIKASI SEABANK Nurazizah, Nadilla; Ayu Lestari, Dyah; Widiananda, Resti; Banyu Asmoro, Fachrial; Wiyarno
Prosiding SEMANIS: Seminar Manajemen Bisnis Vol. 4 No. 1 (2026): Februari 2026
Publisher : Prosiding SEMANIS: Seminar Manajemen Bisnis

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Abstract

ABSTRAK Perkembangan teknologi keuangan di Indonesia mendorong meningkatnya penggunaan layanan perbankan digital, termasuk SeaBank. Sebagai bank digital yang beroperasi sepenuhnya melalui aplikasi, tingkat kepuasan pengguna menjadi faktor penting dalam menjaga keberlanjutan dan daya saing perusahaan. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan, kemudahan penggunaan, dan promosi terhadap kepuasan pengguna fitur transfer dan pembayaran pada aplikasi SeaBank. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada pengguna SeaBank. Teknik purposive sampling digunakan dengan jumlah responden sebanyak 81 orang yang memenuhi kriteria penelitian. Data dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa kualitas layanan dan promosi berpengaruh positif dan signifikan terhadap kepuasan pengguna, sedangkan kemudahan penggunaan tidak berpengaruh signifikan. Temuan ini menunjukkan bahwa layanan yang andal serta promosi yang menarik mampu meningkatkan kepuasan pengguna SeaBank, sementara kemudahan penggunaan dipersepsikan sebagai standar minimum dalam layanan perbankan digital. Penelitian ini diharapkan dapat memberikan implikasi praktis bagi SeaBank dalam meningkatkan kualitas layanan dan strategi promosi guna meningkatkan kepuasan pengguna. Kata kunci: Kualitas layanan, kemudahan penggunaan, promosi, kepuasan pengguna, SeaBank ABSTRACT The development of financial technology in Indonesia has increased the adoption of digital banking services, including SeaBank. As a digital bank operating entirely through an application, user satisfaction is a crucial factor in maintaining sustainability and competitiveness. This study aims to analyze the effects of service quality, ease of use, and promotion on user satisfaction with the transfer and payment features of the SeaBank application. A quantitative approach was employed using a survey method by distributing questionnaires to SeaBank users. Purposive sampling was applied, resulting in 81 respondents who met the research criteria. Data were analyzed using Partial Least Square–based Structural Equation Modeling (SEM-PLS). The results indicate that service quality and promotion have a positive and significant effect on user satisfaction, while ease of use does not have a significant effect. These findings suggest that reliable services and attractive promotional strategies enhance user satisfaction, whereas ease of use is perceived as a minimum standard in digital banking services. This study is expected to provide practical implications for SeaBank in improving service quality and promotional strategies to enhance user satisfaction. Keywords: Service quality, ease of use, promotion, user satisfaction, SeaBank.
Co-Authors Abdul Latif Ayu Lestari, Dyah Dian Rachmawati Afandi Elkin Rilvani Ermanto Erna Apriani Fahamsyah, Hatta Hartati5, Nani Heriyanti, Sinta Sundari Hidayah, Zulfa Zakiatul Ikhsan Romli Indra Permana Indra Permana, Indra Indriyani Achmad, Listian Isarianto, Isarianto Kuwat Riyanto Nataliana Bebasari Nurazizah, Nadilla Retno Puspitasari Sabilla, Akfika Rizky Siswandi, Arif Surojudin, Nurhadi Suwandi Suwandi Widiananda, Resti Wiyarno Wiyarno Wiyarno, Wiyarno Yuan Badrianto