Pengaruh Kualitas Pelayanan Digital (BRImo) Terhadap Loyalitas Nasabah Melalui Kepercayaan dan Kepuasan Nasabah pada Situasi Covid 19 (PT Bank Rakyat Indonesia Kantor Wilayah Medan)

Abstract

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, using only mobile phones, 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 number of individual 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. The phenomenon of problems that occur to BRI Bank customers with the BRImo application, either directly or indirectly, is that the quality of digital services provided is not satisfactory, so that it has an impact on customers' decisions not to return to transactions using BRImo which has an impact on decreasing the number of transactions and decreasing fee base income in the sector. online banking digital application. 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 non-corporate customer deposits (group accounts), with the criteria of a sample of customers who use the BRImo application more than once, and the number of samples is 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 show that the quality of BRImo's digital services directly has a positive and significant effect on customer loyalty through customer trust and satisfaction