Analisis Preferensi Desain Notifikasi Banner dan Teks terhadap Customer Engagement pada Pengguna Digital Banking

Pramesti, Shnta Dewi (2026) Analisis Preferensi Desain Notifikasi Banner dan Teks terhadap Customer Engagement pada Pengguna Digital Banking. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pertumbuhan masif industri perbankan digital telah menggeser interaksi nasabah ke ruang digital yang terbatas, menjadikan push notification instrumen krusial untuk menjaga customer engagement. Namun, efektivitas notifikasi kerap terhambat oleh perilaku goal-directed behavior, dimana pengguna cenderung mengabaikan pesan. Penelitian ini bertujuan menganalisis preferensi pengguna terhadap desain notifikasi format banner visual dan teks pada jenis konten promosi, informasi, dan peringatan guna menghasilkan rekomendasi komunikasi pada perbankan digital melalui pemahaman pola intensi klik (Click-Through Rate). Penelitian ini menggunakan metode campuran (mixed-method). Tahap kuantitatif dilakukan melalui survei berbasis stimulus visual kepada 97 responden pengguna aktif bank digital, dilanjutkan dengan wawancara semi-terstruktur kepada lima partisipan untuk mendalami alasan preferensi tersebut. Hasil penelitian menunjukkan bahwa preferensi desain bersifat kontekstual (context-dependent). Pada konten Promosi, desain banner lebih efektif dengan potensi CTR 70% karena visual mampu mengatasi banner blindness. Sebaliknya, pada Peringatan, format text-only mendominasi preferensi (74%) karena pengguna memprioritaskan penyampaian informasi cepat tanpa distraksi. Sementara pada konten Informasi, preferensi terbagi seimbang (Teks 51% dan Banner 49%), mengindikasikan visual mempermudah pemahaman pada informasi kompleks dengan cepat namun dianggap sebagai redundansi pada informasi sederhana yang tidak membutuhkan instrumen tambahan dalam menarik perhatian karena tingkat urgensi yang rendah. Penelitian ini merekomendasikan strategi adaptif dengan memanfaatkan visual banner untuk memicu minat promosi, namun memprioritaskan teks lugas pada peringatan keamanan untuk menjamin kecepatan pemahaman dan respons pengguna.
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The massive growth of the digital banking industry has shifted customer interactions into a limited digital space, making push notifications a crucial instrument for maintaining customer engagement. However, notification effectiveness is often hindered by goal-directed behavior, where users tend to disregard messages. This study aims to analyze user preferences for visual banner versus text-only notification designs across promotional, informational, and warning content types to generate communication recommendations for digital banking through understanding click intention patterns (Click-Through Rate). This study employs a mixed-method approach. The quantitative phase was conducted through a visual stimulus-based survey involving 97 active digital banking users, followed by semi-structured interviews with five participants to explore the underlying reasons for these preferences. The results indicate that design preferences are context-dependent. For Promotional content, banner designs are more effective with a potential CTR of 70%, as visuals are capable of overcoming banner blindness. Conversely, for Warning content, the text-only format dominates preferences (74%) as users prioritize rapid information delivery without distraction. Meanwhile, for Informational content, preferences are evenly split (Text 51% and Banner 49%), indicating that visuals facilitate quick comprehension of complex information but are considered redundant for simple information that requires no additional attention-grabbing instruments due to low urgency. This study recommends an adaptive strategy by utilizing visual banners to trigger interest in promotions, while prioritizing straightforward text for security warnings to ensure speed of understanding and user response.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Customer Engagement, Desain Notifikasi, Goal-Directed Behavior, Perbankan Digital, Push Notification
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Shinta Dewi Pramesti
Date Deposited:	28 Jan 2026 01:48
Last Modified:	28 Jan 2026 01:48
URI:	http://repository.its.ac.id/id/eprint/130538

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