PENGARUH PERCEIVED EASE OF USE DAN PERCEIVED SECURITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER TRUST PADA APLIKASI BANK DIGITAL

HENDRYAWAN CIPTA MULIA, . (2026) PENGARUH PERCEIVED EASE OF USE DAN PERCEIVED SECURITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER TRUST PADA APLIKASI BANK DIGITAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Transformasi layanan perbankan digital di Indonesia telah memicu pergeseran pola perilaku nasabah dalam memanfaatkan layanan perbankan. Intensitas persaingan yang semakin meningkat menjadikan customer loyalty sebagai elemen strategis dalam menjaga keberlanjutan penggunaan bank digital. Penelitian ini bertujuan untuk mengkaji pengaruh perceived ease of use dan perceived security terhadap customer loyalty dengan customer trust sebagai variabel mediasi pada pengguna aplikasi Bank XYZ. Pendekatan kuantitatif diterapkan melalui metode survei, dengan pengumpulan data menggunakan kuesioner yang disebarkan kepada 150 mahasiswa pengguna aplikasi Bank XYZ di wilayah Jakarta Timur. Analisis data dilakukan menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS). Hasil pengujian memberikan indikasi bahwa perceived ease of use dan perceived security berpengaruh positif dan signifikan terhadap customer trust dan customer loyalty. Lebih lanjut, customer trust memiliki pengaruh positif terhadap customer loyalty serta berperan dalam memediasi pengaruh perceived ease of use dan perceived security terhadap customer loyalty. ***** Customers use of banking services is changing as a result of the growth of digital banking in Indonesia. Customer loyalty is essential to the long-term viability of digital banking use due to the increasingly intense competition. The purpose of this study is to examine how customer loyalty is impacted by perceived security and perceived ease of use, using customer trust as a mediating factor among users of the XYZ Bank application. Data were collected through questionnaires distributed to 150 university students in East Jakarta who are active users of the XYZ Bank application. Structural Equation Modeling based on Partial Least Squares (SEM-PLS) was the data analysis method employed. The findings demonstrate that customer loyalty and customer trust are positively and significantly impacted by perceived security and perceived ease of use. Furthermore, it has been demonstrated that customer trust increases customer loyalty and can mediate the impact of perceived security and perceived ease of use on customer loyalty.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Ryna Parlyna, M.B.A.; 2). Inkreswari Retno Hardini, S.Kom., M.T.
Subjects:	Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Users 32960 not found.
Date Deposited:	03 Feb 2026 07:53
Last Modified:	03 Feb 2026 07:53
URI:	http://repository.unj.ac.id/id/eprint/64740

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