Yusvianto, Annur Galih (2024) Pengaruh E-servicescape Terhadap Continuance intention Untuk Menggunakan Bank Digital Yang Dimediasi Brand image Dan Performance expectancy (Studi Pada Pengguna Blu By Bca Digital). Magister thesis, Universitas Brawijaya.
Abstract
Jumlah bank digital di Indonesia yang sangat banyak, mengakibatkan persaingan yang ketat antara masing-masing bank digital. Semakin ketatnya persaingan bank digital, membuat minat penggunaan ulang pengguna bank digital menjadi rendah dan membuat pengguna cenderung berpindah merek atau provider dalam menggunakan bank digital. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi e-servicescape terhadap continuance intention yang dimediasi oleh brand image dan performance expectancy. Penelitian ini dikategorikan sebagai penelitian eksplanatori. Responden dalam penelitian ini adalah pengguna aplikasi Blu by BCA Digital di pulau Jawa, penentuan jumlah sampel dalam penelitian ini menggunakan teknik purposive sampling dengan jumlah sampel sebanyak 249 responden. Metode pengumpulan data menggunakan kuesioner, data dianalisis dengan menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa e-servicescape tidak berpengaruh signifikan terhadap continuance intention. E-servicescape berpengaruh signifikan terhadap brand image, brand image berpengaruh signifikan terhadap continuance intention. E-servicescape berpengaruh signifikan terhadap performance expectancy, performance expectancy berpengaruh signifikan terhadap continuance intention. Citra merek dan ekspektasi kinerja dapat memainkan peran mediasi penuh dalam hubungan antara e-servicescape dan continuance intention. Blu by BCA Digital diharapkan dapat terus mempertahankan dan meningkatkan e-servicescape karena terbukti dalam penelitian ini bahwa e-servicescape memiliki pengaruh paling besar terhadap brand image sehingga dapat menjadi keunggulan kompetitif bagi Blu by BCA Digital.
English Abstract
The number of digital banks in Indonesia is very large, resulting in intense competition between each digital bank. The tighter competition for digital banks, makes the interest in reusing digital bank users low and makes users tend to switch brands or providers in using digital banks. This study aims to determine the factors that influence e-servicescape on continuance intention mediated by brand image and performance expectancy. This research is categorized as explanatory research. Respondents in this study were users of the Blu by BCA Digital application on the island of Java, determining the number of samples in this study using purposive sampling technique with a total sample size of 249 respondents. The data collection method used a questionnaire, the data was analyzed using PLS-SEM. The results showed that e-servicescape had no significant effect on continuance intention. E-servicescape has a significant effect on brand image, brand image has a significant effect on continuance intention. E-servicescape has a significant effect on performance expectancy, performance expectancy has a significant effect on continuance intention. Brand image and performance expectancy can play a fully mediating role in the relationship between eservicescape and continuance intention. Blu by BCA Digital is expected to continue to maintain and improve e-servicescape because it is proven in this study that eservicescape has the greatest influence on brand image so that it can be a competitive advantage for Blu by BCA Digital.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 042401 |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Annisti Nurul F |
| Date Deposited: | 01 Jul 2024 08:29 |
| Last Modified: | 01 Jul 2024 08:29 |
| URI: | http://repository.ub.ac.id/id/eprint/222418 |
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