Praktik Layanan Online Banking Dan Dampaknya Terhadap Kepuasan, Loyalitas Dan Kepercayaan Pelanggan
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan Online Banking terhadap kepuasan, kepercayaan, dan loyalitas Pelanggan dengan pendekatan kuantitatif melalui metode Partial Least Square-Structural Equation Modeling (PLS-SEM). Fenomena meningkatnya penggunaan layanan perbankan digital mendorong pentingnya evaluasi terhadap kualitas layanan dalam membentuk loyalitas nasabah. Sampel penelitian terdiri dari pelanggan pengguna aplikasi Livin’ by Mandiri. Hasil penelitian menunjukkan bahwa kualitas layanan berpengaruh signifikan terhadap kepuasan dan kepercayaan Pelanggan, namun tidak secara langsung terhadap loyalitas. Loyalitas Pelanggan terbentuk secara tidak langsung melalui kepuasan dan kepercayaan sebagai variabel mediasi. Kepercayaan terbukti menjadi faktor yang paling dominan dalam memengaruhi loyalitas. Penelitian ini menegaskan pentingnya peningkatan kualitas layanan digital yang berkelanjutan sebagai strategi utama dalam menciptakan hubungan jangka panjang dengan Pelanggan di era digital banking.
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