DIGITALISASI PERBANKAN SYARIAH : PENGGUNAAN BSI MOBILE DI ERA GENERASI MILENIAL DI KOTA YOGYAKARTA

Muzdalipah Musda Muzdalipah, Mahmudi Mahmudi

Abstract


Abstrak

Perbankan syariah terus menerus mengembangkan inovasi baru dan digitalisasi produk agar dapat memberikan pelayanan terbaik bagi nasabah dan masyarakat Indonesia secara keseluruhan. Salah satu inovasi baru itu disebut BSI Mobile yang akan menjadi aplikasi perbankan yang sangat lengkap dan dapat memenuhi kebutuhan nasabah. Tujuan penelitian ini untuk menganalisis factor-faktor apa saja yang mempengaruhi kepuasan nasabah dalam menggunakan layanan aplikasi BSI mobile di kalangan generasi milenial. Peneltian ini bersifat kuantitatif. Sampel yang digunakan dalam penelitian ini menggunakan purposive sampling dengan kriteria tertentu. Data diperoleh dari kuesioner berbentuk google form sebanyak 122 responden. Penelitian ini menggunakan data analisis regresi berganda. Temuan penelitian menunjukkan variabel kemudahan, kepercayaan, keamanan, kemanfaatan, dan fitur produk syariah berpengaruh signifikan terhadap kepuasan nasabah. Hal ini dibuktikan dari hasil uji regresi bahwa nilai koefisien lebih kecil dari pada 0,05. Implikasi dalam penelitian ini memberikan informasi bagi bank untuk mengembangkan kemampuan layanan mobile banking, serta menempatkan kemudahan penggunaan dan kandalan pelanggan secara tepat dan dengan demikian menarik minat penggunaan mobile banking sebagai media untuk melakukan transaksi perbankan syariah khususnya dikalangan generasi milenial.

Kata kunci : Perbankan syariah, Digitalisasi, Mobile banking

Abstract

The purpose of this study is to analyze the factors that influence customer satisfaction in using BSI mobile application services among the millennial generation. This research is quantitative. The sample used in this study used purposive sampling with certain criteria. Data obtained from a questionnaire in the form of google form as many as 122 respondents. This study uses multiple regression analysis data. The research findings show that the variables of convenience, trust, security, usefulness, and features of Islamic products have a significant effect on customer satisfaction. This is evidenced from the results of the regression test that the coefficient value is less than 0.05. The implication of this research is to provide information for banks to develop mobile banking service capabilities, as well as place the ease of use and customer reliability appropriately and thereby attract interest in using mobile banking as a medium for conducting Islamic banking transactions, especially among the millennial generationKeywords: Shariah banking, Digitization, Mobile banking

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DOI: http://dx.doi.org/10.35906/equili.v12i1.1241

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