Analisis Pengaruh Perceived Ease of Use, Perceived Usefulness, dan Digital Inovation terhadap Trust dan Dampaknya terhadap Customer Satisfaction (Studi pada Nasabah Kredit Pemilikan Rumah Bank X)
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https://doi.org/10.62710/mek5bb63Keywords:
Perceived Ease of Use, Perceived Usefulness, Digital inovation, Trust, Customer Satisfaction.Abstract
Perkembangan layanan digital perbankan mendorong bank meningkatkan kualitas layanan untuk memenuhi kebutuhan nasabah secara efektif dan efisien. Keberhasilan layanan digital tidak hanya dipengaruhi kemudahan penggunaan, tetapi juga manfaat yang dirasakan, digital inovation, dan kepercayaan nasabah yang berdampak pada customer satisfaction. Penelitian ini bertujuan menganalisis pengaruh Perceived Ease of Use, Perceived Usefulness, dan Digital inovation terhadap Trust serta implikasinya terhadap Customer Satisfaction pada nasabah KPR pengguna layanan digital di salah satu cabang bank di wilayah Karawaci. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Dari populasi 1.350 nasabah aktif KPR, sebanyak 200 responden dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner skala Likert lima poin dan dianalisis dengan SEM-PLS menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa Perceived Ease of Use, Perceived Usefulness, dan Digital inovation berpengaruh positif dan signifikan terhadap Trust. Perceived Usefulness, Digital inovation, dan Trust juga berpengaruh positif dan signifikan terhadap Customer Satisfaction, sedangkan Perceived Ease of Use tidak berpengaruh signifikan. Temuan ini menegaskan pentingnya manfaat, digital inovation, dan kepercayaan dalam meningkatkan kepuasan nasabah.
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Copyright (c) 2026 Aufa Luthfi Thirafi, Agustinus Miranda Wijaya, Lola Fitria Sari (Author)
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