Pengaruh kepercayaan, kepuasan, pengalaman, dan kualitas layanan terhadap loyalitas pelanggan pada nasabah bank digital di Jakarta
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Abstract
The growth of the technological epoch is marked by increasingly rapid technological advances that have given rise to increasingly competitive business competition. The phenomenon that occurs due to the increasingly sophisticated technological era causes companies to try to find ways and innovations for the sustainability of their businesses, especially in the banking sector. Lack of technological access to banking is one of the problems that causes a lack of public literacy to follow the development of digitalization in order to increase customer loyalty. Therefore, it is necessary for banking efforts to start following the development of digitalization and improving its performance in order to increase customer loyalty and attract customers so that they can maximize their profits. The purpose of this study was to examine whether 1) customer trust can affect customer loyalty. 2) customer satisfaction can affect customer loyalty. 3) customer experience can affect customer loyalty. 4) service quality can affect customer loyalty. Data were obtained using a questionnaire method and processed using Partial Least Square - Structural Equation Modeling (PLS-SEM), the sample was selected using the non-probability sampling method on 140 digital bank customer respondents in Jakarta with convenience sampling techniques. The results of this study indicate that customer satisfaction, customer experience, and customer quality have a significant influence on customer loyalty, while customer trust does not have a significant influence on customer loyalty.
Peningkatan pada era teknologi ditandai dengan kemajuan teknologi yang semakin pesat memunculkan adanya persaingan bisnis yang semakin kompetitif. Fenomena yang terjadi akibat era teknologi yang semakin canggih menyebabkan perusahaan berusaha mencari cara dan inovasi untuk keberlanjutan usahanya terutama di bidang perbankan. Kurangnya akses teknologi ke perbankan merupakan salah satu masalah yang menyebabkan kurangnya literasi masyarakat untuk mengikuti perkembangan digitalisasi agar dapat meningkatkan loyalitas pelanggan. Oleh sebab itu, perlunya upaya perbankan untuk mulai mengikuti perkembangan digitalisasi dan memperbaiki kinerjanya agar dapat meningkatkan loyalitas pelanggan dan menarik hati pelanggan sehingga dapat memaksimalkan keuntungannya. Tujuan dari penelitian ini adalah untuk meneliti apakah 1) kepercayaan pelanggan dapat memengaruhi loyalitas pelanggan. 2) kepuasan pelanggan dapat memengaruhi loyalitas pelanggan. 3) pengalaman pelanggan dapat memengaruhi loyalitas pelanggan. 4) kualitas layanan dapat memengaruhi loyalitas pelanggan. Data diperoleh dengan menggunakan metode kuisioner dan dioleh menggunakan Partial Least Square – Structural Equation Modeling (PLS-SEM), sampel dipilih dengan menggunakan metode non-probability sampling pada 140 responden nasabah bank digital di Jakarta dengan teknik convenience sampling. Hasil penelitian ini menunjukkan bahwa kepuasan pelanggan, pengalaman pelanggan, dan kualitas pelanggan memiliki pengaruh signifikan terhadap loyalitas pelanggan, sedangkan kepercayaan pelanggan tidak memiliki pengaruh signifikan terhadap loyalitas pelanggan.
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