PENGARUH KUALITAS LAYANAN DIGITAL BANKING TERHADAP KEPUASAN PELANGGAN DENGAN MODERASI KEPERCAYAAN MEREK : PADA GENERASI MZ
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan digital banking terhadap kepuasan pelanggan dengan moderasi kepercayaan merek pada Generasi Millenial-Z (MZ) di Indonesia. Dengan menggunakan metode kuantitatif, data dikumpulkan dari 266 responden melalui kuesioner online. Analisis data dilakukan menggunakan Smart PLS untuk mengevaluasi model hubungan antar variabel. Hasil penelitian menunjukkan bahwa kualitas layanan digital banking berpengaruh signifikan terhadap kepuasan pelanggan. Selain itu, kepercayaan merek secara signifikan memoderasi hubungan antara kualitas layanan digital banking dan kepuasan pelanggan. Temuan ini memberikan wawasan penting bagi industri perbankan digital untuk meningkatkan kualitas layanan dan membangun kepercayaan merek guna memenuhi ekspektasi Generasi MZ. Hasil penelitian dapat menjadi pertimbangan industri perbankan untuk menjaga kepercayaan konsumen dalam melakukan transaksi keuangan digital. Penelitian ini juga menyarankan strategi praktis untuk meningkatkan pengalaman pelanggan melalui pengembangan fitur digital banking yang andal, aman, dan user-friendly.
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Islam, R., Ahmed, S., Rahman, M., & Al Asheq, A. (2021). Determinants of service quality and its effect on customer satisfaction and loyalty: An empirical study of the private banking sector. The TQM Journal, 33(6), 1163-1182.
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Muflih, M., Zen, M., Purbayati, R., Kristianingsih, K., Karnawati, H., & Iswanto, B. (2024). Customer loyalty to Islamic mobile banking: Evaluating the roles of justice theory, religiosity, satisfaction, and trust. International Journal of Bank Marketing, 42(3), 571-595.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Riyanto.G.P dan W.K.Pertiwi (2024).Milenial dan Gen Z Dominasi Penggunaan Fintech di Indonesia. Diakses melalui https://tekno.kompas.com/read/2024/10/16/19010047/milenial-dan-gen-z-dominasi-penggunaan-fintech-di-indonesia.pada tanggal 22 Januari 2024
Raza, S. A., Umer, A., Qureshi, M. A., & Dahri, A. S. (2020). Internet banking service quality, e-customer satisfaction, and loyalty: The modified e-SERVQUAL model. The TQM Journal, 32(6), 1443-1466.
Rudzewicz, A., & Strychalska-Rudzewicz, A. (2021). The Influence of Brand Trust on Consumer Loyalty. European Research Studies Journal, 24(Special Issue 3), 454-470.
Shanka, M. S. (2016). Bank service quality, customer satisfaction and loyalty in Ethiopian banking sector. Journal of Business Administration and Management Sciences Research, 1(1), 001-009. Retrieved from https://www.researchgate.net/publication/281823265_Bank_Service_Quality_Customer_Satisfaction_and_Loyalty_in_Ethiopian_Banking_Sector
Tazkiyyaturrohmah. (2020). Preferensi dan Pengaruh Generasi MZ dalam Adopsi Layanan Perbankan Digital di Indonesia: Studi Kasus Penggunaan Mobile Banking. Jurnal Kajian Manajemen Bisnis, 8(2), 131-145.
Utami.Sinar (2024).Bank Digital Jadi Pilihan Para Gen Z, SeaBank Jadi yang Paling Banyak Dipilih. Diakses melalui https://kumparan.com/kumparanbisnis/bank-digital-jadi-pilihan-para-gen-z-seabank-jadi-yang-paling-banyak-dipilih-235xHf7HvvK/full. Pada tanggal 22 Januari 2024
Veloutsou, C. (2019). Brand trust in the context of consumer loyalty. European Journal of Marketing, 53(3), 298-319.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2009). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill/Irwin.
Novitasari, D. T. (2024). Pengaruh Kualitas Pelayanan, Digital Banking Dan Kepercayaan Terhadap Loyalitas Nasabah Melalui Kepuasan Sebagai Variabel Moderating (Studi Kasus Pada Bank BTN Syariah KC Surakarta) (Doctoral dissertation, Iain Salatiga).
Yunus, H., Zulkarnain, Z., & Jahrizal, J. (2023). Kepuasan Nasabah Memediasi Pengaruh Digital Banking Service Quality, Kepercayaan dan Inovasi Perbankan Terhadap Loyalitas Pada Bank Riau Kepri Syariah Cabang Pekanbaru. Jurnal Daya Saing, 9(1), 112-121.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Anggita, V. (2023). Intip yang Dilakukan Gen MZ di Smartphone. Swa.Co.Id.
Gasser, U., Gassmann, O., Thorsten, H., Leifer, L., Puschmann, T., & Zhao, L. (2018). Digital Banking 2025. In Digital Banking (Issue April). https://www.der-bank-blog.de/nutzung-internet-banking/studien/online-banking-studien/33774/
Haralayya, B. (2021). How Digital Banking Has Brought Innovative Products and Services To India. Journal of Advanced Research in Quality Control and Management, 6(1), 16–18. https://www.researchgate.net/publication/352681606_HOW_DIGITAL_BANKING_HAS_BROUGHT_INNOVATIVE_PRODUCTS_AND_SERVICES_TO_INDIA
Julia, L., Linggam, P. S., Hibatullah, R., & Justianto, J. S. (2024). The Impact of Perceived Risk and Technology Acceptance Model on Gen Z’s Adoption of Digital Banking. WSEAS Transactions on Computer Research, 12, 1–18. https://doi.org/10.37394/232018.2024.12.1
Marlius, D. (2022). Use of Digital Banking in Improving Services at Banks. Jurnal Keuangan Dan Perbankan (KEBAN), 1(2), 59–65. https://doi.org/10.30656/jkk.v1i2.4862
Rahmawati, A., & Syahnur, K. N. (2023). Analisis Keputusan Generasi Z Dalam Memilih Bank Digital: Prespektif Teori Diffusion of Innovation. AKMEN JURNAL ILMIAH, 20(3), 297–306. https://doi.org/10.37476/akmen.v20i3.4382
Asnawi, N., Sukoco, B. M., & Fanani, M. A. (2020). The Role of Service Quality within Indonesian Customers' Satisfaction and Loyalty and Its Impact on Islamic Banks. Journal of Islamic Marketing, 11(1), 192-212.
Asosiasi Penyelenggara Jasa Internet Indonesia (APJII). (2024). Hasil Survei Penetrasi dan Perilaku Pengguna Internet Indonesia.
Barquin, B., Buntoro, V., Vinayak, H. V., & Pricilia. (2021). Consumer Behavior Shift in Banking Industry Post Covid-19: A Survey Analysis. International Journal of Scientific & Technology Research, 10(7), 106-112.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Chinomona, R., Mahlangu, D., & Pooe, D. (2013). Brand Service Quality, Satisfaction, Trust and Preference as Predictors of Consumer Brand Loyalty in the Retailing Industry. Mediterranean Journal of Social Sciences, 4(14), 181-190.
Darmawan, D., Mardikaningsih, R., & Hadi, S. (2017). The Effect of Service Quality, Customer Satisfaction and Corporate Image on Customer Loyalty in the Banking Sector in Indonesia. IOSR Journal of Business and Management (IOSR-JBM), 19(11), 46-51.
Esmaeilpour, M., Aghababaei, Z., & Rajabi, A. (2017). The impact of service quality on brand trust and brand loyalty in banking industry. Management Science Letters, 7(9), 319-330.
Hegner, S. M., & Jevons, C. (2021). Brand Trust: A Multi-Dimensional Concept. Journal of Consumer Marketing, 38(4), 435-448.
Indrasari, A., Nadjmie, N., & Endri, E. (2022). Determinants of satisfaction and loyalty of e-banking users during the COVID-19 pandemic. International Journal of Data and Network Science, 6(2), 497-508.
Islam, R., Ahmed, S., Rahman, M., & Al Asheq, A. (2021). Determinants of service quality and its effect on customer satisfaction and loyalty: An empirical study of the private banking sector. The TQM Journal, 33(6), 1163-1182.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Ladhari, R., Ladhari, I., & Morales, M. (2011). Bank service quality: Comparing Canadian and Tunisian customers' perceptions. International Journal of Bank Marketing, 29(3), 224-246.
Lee, J. H., Lee, J., & Feinberg, F. M. (2020). The Emergence of Digital Banking: A Comparative Analysis of Customer Perceptions and Adoption. Journal of Financial Services Marketing, 25(3), 101-113.
Mariana, A., Hadianto, B., & Suyanto, C. (2021). Service Quality, Brand Trust, and Brand Loyalty. Jurnal Manajemen Terapan dan Keuangan (Mankeu), 10(2), 183-193.
McKinsey & Company. (2021). The Digital Imperative in Banking: Moving from Crisis Response to Reinvention. Retrieved from https://www.mckinsey.com/industries/financial-services/our-insights/the-digital-imperative-in-banking-moving-from-crisis-response-to-reinvention
Muflih, M., Zen, M., Purbayati, R., Kristianingsih, K., Karnawati, H., & Iswanto, B. (2024). Customer loyalty to Islamic mobile banking: Evaluating the roles of justice theory, religiosity, satisfaction, and trust. International Journal of Bank Marketing, 42(3), 571-595.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Riyanto.G.P dan W.K.Pertiwi (2024).Milenial dan Gen Z Dominasi Penggunaan Fintech di Indonesia. Diakses melalui https://tekno.kompas.com/read/2024/10/16/19010047/milenial-dan-gen-z-dominasi-penggunaan-fintech-di-indonesia.pada tanggal 22 Januari 2024
Raza, S. A., Umer, A., Qureshi, M. A., & Dahri, A. S. (2020). Internet banking service quality, e-customer satisfaction, and loyalty: The modified e-SERVQUAL model. The TQM Journal, 32(6), 1443-1466.
Rudzewicz, A., & Strychalska-Rudzewicz, A. (2021). The Influence of Brand Trust on Consumer Loyalty. European Research Studies Journal, 24(Special Issue 3), 454-470.
Shanka, M. S. (2016). Bank service quality, customer satisfaction and loyalty in Ethiopian banking sector. Journal of Business Administration and Management Sciences Research, 1(1), 001-009. Retrieved from https://www.researchgate.net/publication/281823265_Bank_Service_Quality_Customer_Satisfaction_and_Loyalty_in_Ethiopian_Banking_Sector
Tazkiyyaturrohmah. (2020). Preferensi dan Pengaruh Generasi MZ dalam Adopsi Layanan Perbankan Digital di Indonesia: Studi Kasus Penggunaan Mobile Banking. Jurnal Kajian Manajemen Bisnis, 8(2), 131-145.
Utami.Sinar (2024).Bank Digital Jadi Pilihan Para Gen Z, SeaBank Jadi yang Paling Banyak Dipilih. Diakses melalui https://kumparan.com/kumparanbisnis/bank-digital-jadi-pilihan-para-gen-z-seabank-jadi-yang-paling-banyak-dipilih-235xHf7HvvK/full. Pada tanggal 22 Januari 2024
Veloutsou, C. (2019). Brand trust in the context of consumer loyalty. European Journal of Marketing, 53(3), 298-319.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2009). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill/Irwin.
Novitasari, D. T. (2024). Pengaruh Kualitas Pelayanan, Digital Banking Dan Kepercayaan Terhadap Loyalitas Nasabah Melalui Kepuasan Sebagai Variabel Moderating (Studi Kasus Pada Bank BTN Syariah KC Surakarta) (Doctoral dissertation, Iain Salatiga).
Yunus, H., Zulkarnain, Z., & Jahrizal, J. (2023). Kepuasan Nasabah Memediasi Pengaruh Digital Banking Service Quality, Kepercayaan dan Inovasi Perbankan Terhadap Loyalitas Pada Bank Riau Kepri Syariah Cabang Pekanbaru. Jurnal Daya Saing, 9(1), 112-121.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2025-04-25
How to Cite
Suminar, R., Widyarini, M., & Dewi, V. I. (2025). PENGARUH KUALITAS LAYANAN DIGITAL BANKING TERHADAP KEPUASAN PELANGGAN DENGAN MODERASI KEPERCAYAAN MEREK : PADA GENERASI MZ. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 2380-2405. https://doi.org/10.31955/mea.v9i1.5443
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