Analisis Pengaruh Utilitarian Quality dan Hedonic Quality Terhadap Online Trust, Online Commitment dan Online Satisfaction yang Membentuk Online Loyalty pada Pengguna Aplikasi BCA Mobile di Surabaya
Abstract
Perkembangan zaman yang semakin maju membuat perkembangan pada layanan digital khususnya pada sektor perbankan semakin berkembang secara pesat dan menciptakan peluang bagi perusahaan banking di Indonesia. Hal ini turut memberikan dampak dimana adanya persaingan dalam industri layanan digital perbankan (mobile banking) menjadi semakin ketat setiap tahunnya. Dengan adanya persaingan yang meningkat maka perusahaan yang bergerak dalam industri perbankan haruslah menjaga serta mempertahankan loyalitas pelanggan bagi para pelanggan baru maupun pelanggan lama. Salah satu perusahaan perbankan yang dikenal sebagai perusahaan perbankan terbesar yang memiliki layanan aplikasi mobile banking ialah PT. Bank Central Asia (BCA). Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Utilitarian Quality dan Hedonic Quality terhadap Online Trust, Online Commitment dan Online Satisfaction dalam membentuk Online Loyalty pada pelanggan aplikasi BCA Mobile di Surabaya. Manfaat yang diharapkan dari penelitian ini adalah memberikan kontribusi pada pengembangan teori dan penelitian pemasaran, serta bermanfaat bagi BCA dalam menelaah pengaruh variabel Utilitarian Quality dan Hedonic Quality terhadap Online Trust, Online Commitment dan Online Satisfaction dalam membentuk Online Loyalty. Penelitian ini merupakan penelitian dengan metode kuantitatif dengan pengolahan data menggunakan SPSS 21.0. pengumpulan data dilakukan dengan penyebaran kuesioner kepada 101 responden dengan karakteristik responden pria dan wanita berumur 18-65 tahun, berdomisili di Surabaya, mempunyai aplikasi BCA Mobile dan pernah menggunakan transaksi di aplikasi BCA Mobile minimal 2 (dua) kali dalam 5 (lima) bulan terakhir, Mengetahui fitur layanan yang ada dalam aplikasi BCA Mobile dan Pernah memiliki dan menggunakan aplikasi perbankan sejenis lainnya dalam 1 (satu) tahun terakhir. Hasil penelitian menunjukkan bahwa variabel yang memiliki pengaruh terbesar adalah Utilitarian Quality terhadap variabel Online Loyalty sebesar 0,444; kemudian variabel yang memiliki pengaruh terbesar kedua adalah variabel Online Trust terhadap variabel Online Commitment sebesar 0,339; terbesar ketiga variabel Online Trust terhadap variabel Online Satisfaction sebesar 0,286; terbesar keempat Online Trust terhadap variabel Online Loyalty yang memiliki pengaruh sebesar 0,260, terbesar kelima variabel Hedonic Quality terhadap variabel Online Loyalty sebesar 0,249, terbesar keenam variabel Hedonic Quality terhadap variabel Online Trust sebesar 0,218; terbesar ketujuh variabel Utilitarian Quality terhadap variabel Online Trust sebesar 0,174; terbesar kedelapan variabel Utilitarian Quality terhadap variabel Online Satisfaction sebesar 0,159, terbesar kesembilan variabel Hedonic Quality terhadap variabel Online Satisfaction sebesar 0,055, terbesar kesepuluh variabel Online Commitment terhadap variabel Online Loyalty sebesar 0,038, terbesar kesebelas variabel Online Satisfaction terhadap variabel Online Loyalty sebesar 0,032, terbesar keduabelas variabel Utilitarian Quality terhadap variabel Online Commitment sebesar 0,023, dan terbesar ketigabelas variabel Hedonic Quality terhadap variabel Online Commitment sebesar 0,003. Kata Kunci: Utilitarian Quality, Hedonic Quality, Online Trust, Online Commitment dan Online Satisfaction. / The development of an increasingly advanced era has made developments in digital services, especially in the banking sector, growing rapidly and creating opportunities for banking companies in Indonesia. This also has an impact where competition in the digital banking service industry (mobile banking) is becoming increasingly fierce every year. With increasing competition, companies engaged in the banking industry must maintain and maintain customer loyalty for new customers and old customers. One of the banking companies known as the largest banking company that has mobile banking application services is PT. Bank Central Asia (BCA). This study aims to determine how the influence of Utilitarian Quality and Hedonic Quality on Online Trust, Online Commitment and Online Satisfaction in forming Online Loyalty on BCA Mobile application customers in Surabaya. The expected benefit of this research is to contribute to the development of marketing theory and research, as well as beneficial for BCA in examining the influence of the Utilitarian Quality and Hedonic Quality variables on Online Trust, Online Commitment and Online Satisfaction in forming Online Loyalty. This research is a quantitative method with data processing using SPSS 21.0. Data was collected by distributing questionnaires to 101 respondents with the characteristics of male and female respondents aged 18-65 years, domiciled in Surabaya, have the BCA Mobile application and have used transactions in the BCA Mobile application at least 2 (two) times in the last 5 (five) months, knowing the features available in the BCA Mobile application and have owned and used other similar service applications in the last 1 (one) year. The results showed that the variables that had the greatest influence were Utilitarian Quality on the Online Loyalty variable of 0,444; then the variable that has the second largest influence is the Online Trust variable on the Online Commitment variable of 0,339; the third largest Online Trust variable to the Online Satisfaction variable is 0,286; the fourth largest Online Trust to the Online Loyalty variable which has an influence of 0,260; the fifth largest Hedonic Quality variable to the Online Loyalty variable is 0,249; the sixth largest Hedonic Quality variable to the Online Trust variable is 0,218; the seventh largest Utilitarian Quality variable to the Online Trust variable is 0,174; the eighth largest Utilitarian Quality variable for the Online Satisfaction variable is 0.159; the largest of the ninth Hedonic Quality variables for the Online Satisfaction variable is 0.05; the tenth largest for the Online Commitment variable for the Online Loyalty variable is 0.038;the eleventh largest variable Online Satisfaction to the Online Loyalty variable is 0,032; the twelfth largest the Utilitarian Quality variable to the Online Commitment variables is 0,023; and the thirteenth largest Hedonic Quality variable to the Online Commitment variable is 0,003. Keywords: Utilitarian Quality, Hedonic Quality, Online Trust, Online Commitment and Online Satisfaction.
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