ANALISIS PERAN BRAND IMAGE, E-WOM, DAN E-SERVICE QUALITY DALAM MEMBANGUN E-SATISFACTION DAN E-LOYALTY PADA PENGGUNA MOBILE BANKING

HENY ANDRIA, . (2025) ANALISIS PERAN BRAND IMAGE, E-WOM, DAN E-SERVICE QUALITY DALAM MEMBANGUN E-SATISFACTION DAN E-LOYALTY PADA PENGGUNA MOBILE BANKING. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Transformasi digital di sektor perbankan mendorong penggunaan mobile banking seperti BYOND by BSI untuk meningkatkan pengalaman dan keterikatan nasabah. Namun, menciptakan loyalitas pengguna secara digital masih menjadi tantangan, terutama dalam menjaga kepuasan yang berkelanjutan. Studi ini dilakukan guna mengevaluasi peran brand image, e-wom, dan e-service quality terhadap e-satisfaction dan e-loyalty pada pengguna BYOND by BSI. Pendekatan yang digunakan adalah kuantitatif dengan metode Structural Equation Modeling (SEM) berbantuan AMOS, dengan sampel sebanyak 300 responden di wilayah DKI Jakarta. Studi ini mengindikasikan brand image, e-WOM, serta e-service quality secara langsung berpengaruh positif dan signifikan terhadap e-satisfaction dan e-loyalty. Selain itu, e-satisfaction turut menunjukkan pengaruh yang signifikan dan positif terhadap peningkatan e-loyalty. Temuan ini menegaskan pentingnya membangun persepsi merek yang kuat, menjaga kualitas layanan digital, serta mendorong interaksi positif antar pengguna dalam rangka menciptakan kepuasan dan loyalitas secara berkelanjutan terhadap aplikasi mobile banking. ***** The digital transformation in the banking sector has driven the adoption of mobile banking services, such as BYOND by BSI, to enhance customer experience and engagement. However, building user loyalty in the digital space remains a challenge, particularly in maintaining sustainable satisfaction. This research aims to assess how brand image, electronic word-of-mouth (e-WOM), and the quality of digital services influence user satisfaction and loyalty among users of BYOND by BSI. A quantitative approach was employed using the Structural Equation Modeling (SEM) method with the help of AMOS, involving a sample of 300 respondents in the DKI Jakarta area. The findings of this study suggest that brand image, e-WOM, and e-service quality have a direct, positive, and significant impact on both e-satisfaction and e-loyalty. Moreover, e-satisfaction also plays a significant and positive role in enhancing e-loyalty. These findings highlight the importance of building a strong brand perception, maintaining high-quality digital services, and encouraging positive user interaction in order to foster sustainable satisfaction and loyalty toward mobile banking applications.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Heny Andria .
Date Deposited:	04 Aug 2025 06:54
Last Modified:	04 Aug 2025 06:54
URI:	http://repository.unj.ac.id/id/eprint/57680

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