Research Paper
Year: 2021 | Month: August | Volume: 8 | Issue: 8 | Pages: 263-271
DOI: https://doi.org/10.52403/ijrr.20210836
The Effect of Digital Service Quality (BRIMO) on Customer Loyalty through Customer Trust and Satisfaction on COVID-19 Situation (Pt Bank Rakyat Indonesia Medan Regional Office)
Martin Siagian1, Endang Sulistya Rini2, Syafrizal Helmi Situmorang3
1,2,3Department of Management, University of Sumatera Utara, Medan, Indonesia.
Corresponding Author: Martin Siagian
ABSTRACT
Advances in information technology and the widespread use of the internet have changed the method of service delivery. Banks now provide their services through electronic banking (e-banking) channels. Personal computers and cell phones are media where customers can use e-banking services, with the terms “online banking”, “internet banking” and “electronic banking” being used interchangeably. BRImo is the latest application from BRI Mobile that combines the functions of mobile banking, internet banking, and electronic money or Tbank into one application with a more complete and attractive transaction menu, only by using a cellphone they can make transactions without having to go to the BRI office to reduce mobility and the spread of the Covid-19 virus in a pandemic situation. In the period from 2018 to 2020, there was an increase in BRImo application users from 384,412 people to 827,759. but not comparable to the large number of deposit customers of Bank BRI Medan Region, in 2020 only 14.43% of the 5,735,381 customers of Bank BRI Medan Region who use BRImo with an average transaction of 122 times per customer per year. Phenomenon which often happens to BRI Bank customers to the BRImo application, either directly or indirectly, such as the quality of digital services provided to customers who have not been satisfied by customers so that it has an impact on customers' decisions not to return to transactions using BRImo and the impact of these problems will decrease the number of transactions and a decrease in fee-based income in the online banking digital service application sector. The purpose of this study was to analyze the effect of BRImo's digital service quality on customer loyalty through customer trust and satisfaction in the Covid-19 situation at PT. Bank Rakyat Indonesia (Persero) Tbk Medan Branch Office. The population of this study is customer savings deposits, not corporate customers (group accounts), with the criteria of a sample of customers who use the BRImo application more than once with a total sample of 400 respondents. The sampling method used is purposive sampling; data analysis is carried out through PLS-SEM using the SmartPLS 3.0 program. The results of the study indicate that the quality of BRImo's digital services directly has a positive and significant effect on customer loyalty through customer trust and satisfaction.
Keywords: BRImo Digital Service Quality, Customer Loyalty, Customer Trust, Customer Satisfaction.
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