Analisis Continued Usage Behavior dan E-Service Quality Satisfaction Penggunaan Mobile Banking : Sebuah Implementasi Model UTAUT 2

Utama, Avechrista Steve Pranata (2025) Analisis Continued Usage Behavior dan E-Service Quality Satisfaction Penggunaan Mobile Banking : Sebuah Implementasi Model UTAUT 2. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Mobile Banking adalah aplikasi yang memungkinkan penggunanya untuk melakukan transaksi perbankan dengan nyaman, cepat, dan efisien. Kompetisi di industri perbankan tidak hanya berkaitan dengan layanan fisik, tetapi juga penyediaan layanan melalui aplikasi mobile banking. Oleh karena itu, penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi perilaku penggunaan yang berkelanjutan dan kepuasan kualitas e-servis dalam lingkup mobile banking, serta bagaimana kedua faktor ini mempengaruhi Word of Mouth (WOM). Studi ini menerapkan SEM dengan Smart PLS versi 3.0. Dua ratus responden penguna aplikasi living by Mandiri di Pontianak, Kalimantan Barat, dilibatkan dalam penelitian ini menggunakan teknik purposive sampling. Penelitian menunjukkan bahwa ekspektasi kinerja (t = 4.981, p = 0.000) dan ekspektasi usaha (t = 3.552, p = 0.000) secara signifikan mempengaruhi niat perilaku penggunaan mobile banking. Selain itu, keandalan sistem (t = 2.403, p = 0.017), keamanan dan privasi (t = 3.841, p = 0.000), desain situs web (t = 5.174, p = 0.000), dan faktor-faktor lainnya juga mempengaruhi kepuasan pengguna terhadap layanan elektronik. Kepuasan terhadap kualitas layanan elektronik juga memiliki efek positif dan signifikan terhadap perilaku penggunaan yang berkelanjutan (t = 2.977, p = 0.003). Selain itu, hasil penelitian menggambarkan bahwa niat perilaku memiliki pengaruh positif dan signifikan terhadap Word of Mouth (t = 8.840, p = 0.000), yang berarti niat kuat untuk menggunakan mobile banking sebanding langsung dengan kemungkinan merekomendasikannya kepada orang lain. Kepuasan terhadap kualitas layanan elektronik juga meningkatkan Word of Mouth (t = 3.931, p = 0.000) dan tingkat keterlibatan dalam perilaku penggunaan yang berkelanjutan (t = 8.724, p = 0.000). Dari sudut pandang implikasi manajerial, studi ini mengimplikasikan bahwa peningkatan kinerja dan kemudahan penggunaan harus fokus pada apa yang dimaksudkan untuk pertumbuhan layanan mobile banking. Selain itu, institusi perbankan harus bekerja pada keandalan sistem, keamanan, dan privasi untuk mendapatkan lebih banyak kepercayaan pengguna.
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Mobile banking is an app that allows users to conduct banking activities in the most mobile, fast and effortless manner possible. In today's world, the competition in the banking sector has grown from just dealing with physical activities to offering digital services via mobile banking apps. This research also looks to assess whether the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) can help to formulate an increase in the mobile banking utilisation and e-service quality satisfaction so as to enhance customer retention. This research applies Structural Equation Modelling with Smart PLS 3.0 and involves two hundred respondents selected through purposive sampling involving professionals from the economic sector in Pontianak, West Kalimantan. The t values correlated with performance expectancy were (t = 4.981, p = 0.000) and effort expectancy (t = 3.552, p = 0.000), both of which were found to have a high significance score in influencing behavioural intentions toward mobile banking use. System reliability (t = 2.403, p = 0.017), security and privacy (t = 3.841, p = 0.000), and website design (t = 5.174, p = 0.000) also examine their contribution to users’ satisfaction towards e-service quality. Moreover, satisfaction with e-service quality and how positive impact continues usage behaviour (t = 2.977, p = 0.003). The findings also observe that the intention to use greatly impacts Word of Mouth (t = 8.840, p = 0.000) suggesting that the higher the intention of the users toward mobile banking, the higher the chances they will recommend it. Additionally, satisfaction toward e-service quality also leads to improved Word of Mouth (t = 3.931, p = 0.000) and continued usage behaviour (t = 8.724, p = 0.000). This study entails that addressing performance expectancy on banking applications, as well as the ease of using them, should be prioritised by the service providers. Furthermore, users’ trust may be gained by having more system reliability, security, and privacy. Improved user interface and user experience design is also an essential part of e-service quality satisfaction which enhances Word of Mouth Marketing and customer retention.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	UTAUT 2, Mobile banking, Continued Usage Behavior, E-Service Quality, Word of Mouth UTAUT 2, Mobile banking, Continued Usage Behavior, E-Service Quality, Word of Mouth
Subjects:	T Technology > T Technology (General) T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Avechrista Steve Pranata Utama
Date Deposited:	12 Feb 2025 05:32
Last Modified:	12 Feb 2025 05:32
URI:	http://repository.its.ac.id/id/eprint/118685

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