ANALISIS PENGARUH PRIVACY, PRACTICITY, DESIGN, SOCIALITY, ENJOYMENT, TERHADAP LOYALTY MELALUI SATISFACTION PADA PENGGUNA BNI MOBILE BANKING DI MANADO

Abstract

Along with technological developments and the high flow of globalization, it has had a tremendous impact on many people in the world. The development of increasingly rapid information technology, causes the role of telecommunications to be very important as a support for the convenience of the community in carrying out activities. One of the positive effects of technological development is the internet. The internet indirectly has a big influence on the development of science and worldview. PT Bank Negara Indonesia (Persero) as the first banking service provider in Indonesia, provides applications that are suitable for its customers, especially for the generation of technology users, namely BNI mobile banking. This research is shown to analyze the influence of several variables such as Privacy, Practicity, Design, Sociality, Enjoyment, Satisfaction, on Loyalty of the customers. In increasing positive Loyalty, the sample used in this study is BNI Mobile Banking users aged 18-60 years both male and female, domiciled in Manado, which have the BNI Mobile Banking application, and have had transactions at BNI mobile banking at least 2 times in the past two months. This study used 116 respondents and Amos 20.0 to process data. The results showed that the variables that have the greatest influence to the Loyalty are Satisfaction variables with a regression coefficient of 0.917, the second largest influence is Enjoyment to Satisfaction with a regression coefficient of 0.578, the third largest influence is Design to Satisfaction with a regression coefficient of 0.323, the fourth largest is Privacy to Satisfaction with a regression coefficient of 0.222, the fifth largest influence is Practicity to Satisfaction with a regression coefficient of 0.157, and lastly the smallest influence is Sociality to Satisfaction with a regression coefficient of 0.139