FAKTOR PENDORONG PENGGUNAAN LAYANAN PERBANKAN DIGITAL DAN PENGARUHNYA TERHADAP BRAND IMAGE
DOI:
https://doi.org/10.33758/mbi.v18i6.546Keywords:
digital banking, customer experience, behavior, brand imageAbstract
Pandemi Covid-19 mendorong perubahan perilaku konsumen dengan kecenderungan lebih berbasis pada teknologi. Hal ini juga mempengaruhi industri perbankan di Indonesia. Transformasi digital dapat menjadi tantangan inovasi sekaligus peluang untuk menciptakan nilai baru bagi konsumen. Penelitian ini ingin mengetahui faktor yang mendorong konsumen untuk menggunakan layanan perbankan secara digital (digital banking) dan pengaruhnya terhadap pembentukan brand image bagi bank. Penelitian ini menggunakan pendekatan kuantitatif melalui survei secara daring dan analisa menggunakan perangkat lunak Smart-PLS. Hasil dari penelitian ini menunjukkan customer experience adalah variabel penting yang berpengaruh terhadap behavior intention to use digital banking dan brand image
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