Kepercayaan Mobile Banking: Peran Keamanan dan Kualitas Layanan Elektronik dalam Mendorong Niat Bertransaksi Ulang
DOI:
https://doi.org/10.30603/ab.v20i2.5932Kata Kunci:
Keamanan, Kualitas Layanan Elektronik, Kepercayaan, Niat Pembelian UlangAbstrak
Penelitian ini menyelidiki peran keamanan dan kualitas layanan elektronik dalam mempengaruhi niat pembelian ulang pada aplikasi mobile banking Bank Sumsel Babel dengan kepercayaan sebagai variabel intervening. Penelitian ini menggunakan metode Structural Equation Modeling (SEM) dengan Smart PLS 4 untuk menganalisis data yang dikumpulkan dari 131 responden yang secara aktif menggunakan aplikasi mobile banking. Hasil penelitian menunjukkan bahwa kualitas layanan elektronik berpengaruh signifikan terhadap niat pembelian ulang, baik secara langsung maupun tidak langsung melalui kepercayaan sebagai mediator. Sebaliknya, keamanan tidak menunjukkan pengaruh signifikan terhadap niat pembelian ulang, baik secara langsung maupun tidak langsung melalui kepercayaan. Meskipun demikian, keamanan tetap merupakan faktor penting dalam membangun kepercayaan awal di antara pengguna mobile banking. Hasil penelitian ini menyoroti pentingnya memprioritaskan perbaikan dalam kualitas layanan elektronik untuk meningkatkan pengalaman pengguna, membangun kepercayaan pelanggan yang lebih kuat, serta mendorong loyalitas dan penggunaan berulang aplikasi mobile banking. Penelitian ini memberikan wawasan praktis bagi Bank Sumsel Babel untuk terus meningkatkan fitur keamanan dan kualitas layanan elektronik guna memperkuat keterlibatan dan loyalitas pelanggan.
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Hak Cipta (c) 2024 Hairun Nissa, Aslamia Rosa, Ahmad Maulana, Zakaria Wahab
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