EVALUASI E-SERVICE QUALITY BRI MOBILE DAMPAKNYA TERHADAP E-CUSTOMER TRUST DAN E-CUSTOMER SATISFACTION - Isalman Isalman (Procuratio : Jurnal Ilmiah Manajemen, 2024)
The purpose of this study is to analyze the impact of BRI Mobile Banking service quality on E-Customer Trust and E-Customer Satisfaction. BRI Mobile Banking service quality or E-Service Quality includes reliability, security, responsiveness, and ease of use, all of which are important in forming customer trust and satisfaction. E-Customer Trust is the main mediating factor that links E-Service Quality with E-Customer Satisfaction. This study applies a causal associative approach to find the cause-and-effect relationship between variables. Data were collected from 160 respondents through online and offline questionnaires. Data analysis was carried out using the Structural Equation Modeling (SEM) method with SmartPLS 3.0 software. The results of the study indicate that customers who feel that online services are reliable, safe, and easy to use have a higher level of trust, which ultimately increases E-Customer Satisfaction towards BRI Mobile Banking. This study emphasizes the importance of personal interaction and emotional experience in forming customer trust. These findings provide practical insights for BRI Mobile Banking managers in improving the quality of electronic services to strengthen trust and ultimately increase customer satisfaction with digital banking services in the increasingly competitive digital era. Tujuan dari penelitian ini adalah menganalisis dampak kualitas layanan BRI Mobile Banking terhadap E-Customer Trust dan E-Customer Satisfaction. Kualitas layanan BRI Mobile Banking atau E-Service Quality meliputi keandalan, keamanan, responsivitas, dan kemudahan penggunaan, yang semua penting dalam membentuk kepercayaan dan kepuasan nasabah. E-Customer Trust adalah faktor mediasi utama yang menghubungkan E-Service Quality dengan E-Customer Satisfaction. Penelitian ini menerapkan pendekatan asosiatif kausal untuk menemukan hubungan sebab-akibat antar variabel. Data dikumpulkan dari 160 responden melalui pengisian kuesioner secara online dan offline. Analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) dengan perangkat lunak SmartPLS 3.0. Hasil penelitian menunjukkan bahwa nasabah yang merasa layanan online andal, aman, dan mudah digunakan memiliki tingkat kepercayaan yang lebih tinggi, yang pada akhirnya meningkatkan E-Customer Satisfaction terhadap BRI Mobile Banking. Penelitian ini menekankan pentingnya interaksi personal dan pengalaman emosional dalam pembentukan kepercayaan nasabah. Temuan ini memberikan wawasan praktis bagi pengelola BRI Mobile Banking dalam meningkatkan kualitas layanan elektronik untuk memperkuat kepercayaan dan pada akhirnya akan meningkatkan kepuasan nasabah terhadap layanan perbankan digital di era digital yang semakin kompetitif.