OPTIMIZING SELF-SERVICE TECHNOLOGY TO DRIVE CUSTOMER LOYALTY THROUGH SATISFACTION IN BANDAR LAMPUNG
Keywords:
Self-Service Technology, Perceived Value, Perceived Risk, Customer Satisfaction, Customer Loyalty, Islamic Banking, Digital Transformation, BSI Mobile.Abstract
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The digital transformation of the banking sector has significantly reshaped customer interactions, particularly in Islamic financial institutions that must integrate technological innovation with Sharia compliance. In Indonesia, Bank Syariah Indonesia (BSI) has introduced digital platforms such as BSI Mobile and BYOND by BSI to enhance service efficiency and accessibility. Nevertheless, customer satisfaction and loyalty toward these platforms remain inconsistent. This study examines the effects of Self-Service Technology (SST), Perceived Value, and Perceived Risk on Customer Loyalty, with Customer Satisfaction serving as a mediating variable among users of BSI Mobile or BYOND by BSI in Bandar Lampung.
A quantitative approach was employed using survey data from 150 respondents, analyzed through Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings indicate that SST has a positive and significant effect on both customer satisfaction and loyalty. In contrast, perceived value and perceived risk do not significantly influence satisfaction or loyalty. Additionally, customer satisfaction significantly mediates the relationship between SST and customer loyalty. These results highlight the critical role of digital service quality in fostering customer satisfaction and sustaining loyalty in Islamic digital banking. The study suggests that BSI should prioritize improvements in system reliability, security, and user experience to strengthen long-term customer relationships.
Transformasi digital di sektor perbankan telah mengubah pola interaksi nasabah, khususnya pada lembaga keuangan syariah yang dituntut untuk mengintegrasikan inovasi teknologi dengan kepatuhan terhadap prinsip syariah. Di Indonesia, Bank Syariah Indonesia (BSI) menghadirkan layanan digital seperti BSI Mobile dan BYOND by BSI guna meningkatkan efisiensi dan aksesibilitas layanan. Namun, tingkat kepuasan dan loyalitas nasabah terhadap platform tersebut masih menunjukkan ketidakkonsistenan. Penelitian ini bertujuan untuk menganalisis pengaruh Self-Service Technology (SST), Perceived Value, dan Perceived Risk terhadap Loyalitas Nasabah dengan Kepuasan Nasabah sebagai variabel mediasi pada pengguna BSI Mobile atau BYOND by BSI di Kota Bandar Lampung.
Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner daring dan luring terhadap 150 responden. Analisis data dilakukan menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa SST berpengaruh positif dan signifikan terhadap kepuasan dan loyalitas nasabah. Sebaliknya, perceived value dan perceived risk tidak berpengaruh signifikan terhadap kepuasan maupun loyalitas. Selain itu, kepuasan nasabah terbukti memediasi secara signifikan hubungan antara SST dan loyalitas nasabah. Temuan ini menegaskan pentingnya kualitas layanan digital dalam meningkatkan kepuasan dan loyalitas nasabah pada perbankan syariah digital. Oleh karena itu, BSI perlu terus meningkatkan stabilitas sistem, keamanan transaksi, dan pengalaman pengguna guna memperkuat hubungan jangka panjang dengan nasabah.
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