Kepuasan Pengguna dalam Perbankan Digital: Sebuah Studi Tentang Pengaruh Personalisasi dan Kepercayaan

Adityas Wahyuningsih; Rina Eka Widjayanti; Arni Surwanti

doi:10.47709/jebma.v6i1.7906

Authors

Adityas Wahyuningsih Universitas Siber Muhammadiyah
Rina Eka Widjayanti Universitas Siber Muhammadiyah
Arni Surwanti Universitas Muhammadiyah Yogyakarta

DOI:

https://doi.org/10.47709/jebma.v6i1.7906

Abstract

Latar belakang: Perkembangan perbankan digital yang pesat menuntut bank untuk meningkatkan kepuasan pengguna melalui layanan yang aman dan sesuai kebutuhan, di mana kepercayaan terhadap keamanan data dan personalisasi layanan menjadi faktor penting dalam adopsi dan penggunaan bank digital.

Metode: Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) versi 4.0, dengan pengumpulan data melalui kuesioner daring kepada 99 pengguna bank digital di Yogyakarta menggunakan teknik purposive sampling.

Hasil: Hasil penelitian menunjukkan bahwa kepercayaan dan personalisasi berpengaruh signifikan terhadap kepuasan pengguna perbankan digital, dengan kepercayaan memiliki pengaruh yang lebih kuat dibandingkan personalisasi.

Kesimpulan: Penelitian ini menyimpulkan bahwa peningkatan mekanisme kepercayaan, seperti keamanan dan transparansi data, serta pengembangan layanan yang dipersonalisasi sesuai kebutuhan pengguna, merupakan strategi penting bagi bank digital untuk meningkatkan kepuasan dan loyalitas pengguna.

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