Pengaruh Modified E-Servqual Terhadap E-Customer Satisfaction Dan E-Customer Loyalty Pada Aplikasi Byond By Bsi
Abstract
Penelitian ini menganalisis pengaruh Modified E-Servqual terhadap E-Customer Satisfaction dan E-Customer Loyalty pada
aplikasi BYOND by BSI. Pendekatan yang digunakan bersifat kuantitatif melalui Structural Equation Modeling (SEM)
dengan perangkat SmartPLS 4.1.1. Data dihimpun menggunakan kuesioner daring yang disebarkan kepada 400 pengguna
BYOND melalui WhatsApp, Instagram, dan Discord. Dimensi yang ditelaah meliputi site organization, responsiveness,
reliability, user-friendliness, personal need, dan efficiency, serta keterkaitannya dengan kepuasan dan loyalitas pelanggan
elektronik. Hasil menunjukkan E-Service Quality dan E-Customer Satisfaction berpengaruh signifikan terhadap ECustomer Loyalty. Secara keseluruhan, E-Service Quality, E-Customer Satisfaction, dan E-Customer Loyalty memberikan
kontribusi positif dan berarti terhadap pengalaman pengguna BYOND by BSI. Implikasi praktis bagi BSI adalah
memfokuskan peningkatan kualitas layanan dan perancangan pengalaman pengguna, khususnya pada aspek kegunaan,
keandalan sistem, pemenuhan kebutuhan personal, dan efisiensi transaksi, sehingga kepuasan meningkat dan loyalitas
semakin kuat. Temuan ini memberi arahan prioritas perbaikan berkelanjutan, pengujian kegunaan, serta optimalisasi alur
layanan dan pemantauan kinerja secara periodik.
Kata kunci: Modifikasi Kualitas Layanan Elektronik, Kualitas Layanan Elektronik, Kepuasan Pelanggan Elektronik, Loyalitas Pelanggan Elektronik, BYOND by BSI
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