Kualitas Layanan Mobile Banking dan Adopsi Digital sebagai Pendorong Loyalitas Pelanggan: Peran Mediasi Keterlibatan Pelanggan pada Mobile Banking di Indonesia
DOI:
https://doi.org/10.38035/jmpd.v4i4.850Keywords:
Adopsi digital, Keterlibatan pelanggan, Kualitas layanan, Loyalitas pelanggan, Perbankan selulerAbstract
Transformasi digital perbankan telah menjadikan perbankan seluler sebagai kanal utama interaksi nasabah, namun peningkatan penggunaan layanan digital belum selalu diikuti loyalitas yang mendalam. Penelitian terdahulu banyak membahas kualitas layanan, penerimaan teknologi, dan loyalitas secara terpisah, sehingga mekanisme keterlibatan pelanggan dalam menerjemahkan pengalaman digital menjadi loyalitas masih perlu diperjelas. Penelitian ini bertujuan menganalisis pengaruh kualitas layanan perbankan seluler dan adopsi digital terhadap keterlibatan pelanggan serta loyalitas pelanggan, sekaligus menguji peran keterlibatan pelanggan sebagai mediator. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan survei potong lintang terhadap 403 pengguna aktif perbankan seluler di Indonesia yang dipilih secara purposif. Data dianalisis menggunakan pemodelan persamaan struktural berbasis kuadrat terkecil parsial. Hasil menunjukkan bahwa kualitas layanan dan adopsi digital berpengaruh positif dan signifikan terhadap keterlibatan pelanggan, sedangkan keterlibatan pelanggan menjadi pengaruh langsung terkuat terhadap loyalitas. Keterlibatan pelanggan juga memediasi kedua hubungan tersebut secara signifikan. Kebaruan penelitian terletak pada integrasi kualitas layanan dan adopsi digital dengan keterlibatan pelanggan dalam satu mekanisme pembentukan loyalitas pada konteks perbankan seluler Indonesia, sehingga memperluas pemahaman tentang bagaimana penggunaan fungsional berkembang menjadi hubungan pelanggan yang lebih berkelanjutan.
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