Analisis Pengaruh Kualitas Layanan Terhadap Kepuasan Pelanggan dan Loyalitas Pengguna Aplikasi Jenius Menggunakan Model E-S- Qual dan E- Recs- QUal (Studi Kasus: Pengguna Aplikasi Jenius Kota Malang)
DOI:
https://doi.org/10.25126/jtiik.2022934937Abstrak
Jenius merupakan aplikasi yang telah dirancang oleh Bank BTPN guna memudahkan masyarakat ketika mengatur life finance menggunakan smartphone. Namun, aplikasi Jenius masih ditemui permasalahan terkait keluhan-keluhan terkait layanan yang diberikan terlihat pada ulasan aplikasi Jenius di Appstore dan customer service Jenius di social media twitter. Hal ini menjadi alasan dilakukannya penelitian untuk mengetahui aspek dari kualitas layanan yang mempengaruhi kepuasan dengan loyalitas pengguna aplikasi Jenius, khususnya di Kota Malang yang saat ini sedang berkembang di bidang digital finance. Pada penelitian ini memakai metode kuantitatif dengan menggunakan model Electronic Service Quality dan Electronic Recovery Service Quality, kedua model ini memiliki tingkat pengukuran yang baik berdasarkan penelitian sebelumnya yang dilakukan untuk mengukur kualitas layanan elektronik. Penelitian ini melibatkan sebanyak 100 sampel pengguna aplikasi Jenius di Kota Malang. Pada penelitian menggunakan purposive sampling sebagai teknik sampling, dan analisis regresi linier berganda dan sederhana sebagai teknik dalam analisis data. Hasil penelitian diperoleh jika dimensi efficiency, fulfilment, dan compensation memiliki pengaruh signifikan parsial (individu) terhadap kepuasan pengguna aplikasi Jenius. Lalu diperoleh hasil jika dimensi efficiency, system availability, fulfilment, privacy, responsiveness, compensation, dan contact memiliki pengaruh signifikan simultan (bersama-sama) terhadap kepuasan pengguna aplikasi Jenius. Dan didapatkan juga bahwa kepuasan pengguna berpengaruh terhadap loyalitas pengguna aplikasi Jenius.
Abstract
Jenius is an application that Bank BTPN has designed to make it easier for the public when managing life finance using a smartphone. However, the Jenius application still encounters problems related to the services provided, as seen in the Jenius application reviews on the Appstore and Jenius customer service on social media Twitter. The reason for conducting this research is to determine aspects of service quality that affect satisfaction with the loyalty of Jenius application users, especially in Malang City, which is currently developing in digital finance. This study uses quantitative methods using Electronic Service Quality and Electronic Recovery Service Quality models. Both of these models have a good level of measurement based on previous research conducted to measure the quality of electronic services. This study involved 100 samples of Jenius application users in Malang City. This research uses purposive sampling as a sampling technique and multiple and simple linear regression analysis as a technique in data analysis. The results obtained if the dimensions of efficiency, fulfillment, and compensation have a partial (individual) significant effect on the satisfaction of Jenius application users. Then the results are obtained if the dimensions of efficiency, system availability, fulfillment, privacy, responsiveness, compensation, and contact have a simultaneous (together) significant influence on the satisfaction of Jenius application users. Moreover, it is also found that user satisfaction affects the loyalty of Jenius application users.
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