Pengaruh Citra Perusahaan dan Kualitas Layanan M-Banking terhadap Tingkat Kepuasan Nasabah Bank BRI (Studi pada Pengguna BRImo di Kota Medan)

Abstract

Nowadays in everyday life humans are inseparable from transaction activities so that banks are required to update various things to suit the needs of the community. Bank BRI, which utilizes the development of information technology by launching mobile banking (BRImo), also has problems with its applications such as customers who suddenly cannot log in, transaction features and menu displays that are less understandable, customers lose balances from their accounts and when customers report the case BRI bank does not serve the case report properly, and the problem of leaking BRI bank customer data (BRI Life). This study aims to analyze how the influence of corporate image and M-Banking service quality on the level of customer satisfaction of BRI bank on BRImo users in Medan city. The influence between corporate image and M-Banking service quality will be analyzed partially and simultaneously on the level of customer satisfaction. The form of research used in this study is quantitative research with an associative approach. Sampling was done through purposive sampling technique using 100 respondents as samples. Primary data used in this study were obtained by distributing questionnaires directly while secondary data were obtained through literature studies. The data analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of the research conducted show that the corporate image variable (X1) and the M-Banking service quality variable (X2) have a positive and significant effect both partially and simultaneously on the level of customer satisfaction of BRImo users in Medan city (Y). The coefficient of determination test shows that there is a fairly close relationship between the company's image and the quality of M-Banking services on the level of customer satisfaction with an R value of 0.810. Through the adjusted R square value, it is also known that the corporate image variable and M-Banking service quality contribute 80.6% to the customer satisfaction level variable while the remaining 19.4% is influenced by other variables not discussed in this study.