PEMBENTUKAN CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY PADA LAYANAN MOBILE BANKING

MALYA NADHIRA AZRA, . (2025) PEMBENTUKAN CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY PADA LAYANAN MOBILE BANKING. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk memperluas wawasan dan menganalisis terkait pengaruh security, relative advantage, dan convenience terhadap customer satisfaction dan customer loyalty dalam penggunaan layanan mobile banking Livin' by Mandiri di kalangan Gen Z. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data menggunakan metode survei dengan kuesioner yang disebarkan secara online. Populasi dalam penelitian ini adalah Gen Z yang berdomisili di wilayah DKI Jakarta. Pengambilan sampel dalam penelitian ini adalah dengan menggunakan metode purposive sampling dengan jumlah sampel sebanyak 276 responden. Teknik analisis data yang digunakan meliputi uji validitas, uji reliabilitas, dan uji hipotesis dengan menggunakan Structural Equation Modeling (SEM) AMOS versi 26. Hasil penelitian menunjukkan bahwa seluruh hipotesis yang diajukan terbukti diterima secara statistik. 1) security berpengaruh positif dan signifikan terhadap customer satisfaction; 2) relative advantage berpengaruh positif signifikan terhadap customer satisfaction; 3) convenience berpengaruh positif dan signifikan terhadap customer satisfaction; 4) security berpengaruh positif dan signifikan terhadap customer loyalty; 5) relative advantage berpengaruh positif dan signifikan terhadap customer loyalty; 6) convenience berpengaruh positif dan signifikan terhadap customer loyalty; 7) customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty. ***** This study aims to broaden insights and analyze the influence of security, relative advantage, and convenience on customer satisfaction and customer loyalty in the use of Livin' by Mandiri mobile banking services among Generation Z users. This research employed a quantitative approach with data collection conducted through an online survey using a structured questionnaire. The target population in this study consisted of Generation Z individuals residing in the DKI Jakarta area. The sampling technique used was purposive sampling, with a total of 276 respondents. Data analysis techniques included validity and reliability testing, as well as hypothesis testing using Structural Equation Modeling (SEM) AMOS version 26. The results of hypothesis testing in this study obtained, that it is proven 1) security has a positive and significant effect on customer satisfaction, 2) relative advantage has a positive and significant effect on customer satisfaction, 3) convenience has a positive and significant effect on customer satisfaction, 4) security has a positive and significant effect on customer loyalty, 5) relative advantage has a positive and significant effect on customer loyalty, 6) convenience has a positive and significant effect on customer loyalty, 7) customer satisfaction has a positive and significant effect on customer loyalty.

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 Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Malya Nadhira Azra .
Date Deposited:	12 Aug 2025 01:34
Last Modified:	12 Aug 2025 01:34
URI:	http://repository.unj.ac.id/id/eprint/60014

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