Pengaruh relationship marketing, electronic service quality, satisfaction dan trust pada customer continuance intention to use e-banking yang dimoderasi oleh switching costs

Wachyudin N

Abstract


Tujuan penelitian ini adalah untuk menjelaskan perilaku niat konsumen untuk terus menggunakan layanan e-banking. Dalam model yang dibangun, niat konsumen tersebut dirancang sebagai variabel sasaran yang dipengaruhi oleh persepsi tentang relationship marketing dan electronic service quality (e-servqual) yang dimediasi oleh sikap rasa puas dan percaya (customer satisfaction and trust) setelah dimoderasi oleh tingkat switching costs yang dihadapi. Besaran sampel yang diambil adalah sebanyak 200 orang, dari sejumlah mahasiswa yang sedang menempuh strata S1 dan S2 di Universitas Krisnadwipayana Jakarta. Teknis pengambilan sampel dilakukan berdasarkan convenience sampling technique, dan data yang terkumpul dianalisis dengan menggunakan Structural Equation Modeling (SEM). Hasil penelitian mengindikasi tidak adanya pengaruh antara relationship marketing dan electronic service quality pada customer continuance intention to use e-banking baik yang dimediasi oleh customer satisfaction maupun customer trust. Dengan kata lain, temuan studi tidak mendukung regularitas fenomena yang menyatakan bahwa semakin tinggi relationship marketing dan service quality semakin tinggi pula niat konsumen untuk tetap loyal: apakah hal itu dimediasi oleh variabel satisfacion dan atau customer trust. Namun setelah diberi efek moderasi pada unconstrained maupun constrained model, ternyata switching cost cukup memoderasi secara signifikan proses pembentukan niat konsumen tersebut. Sehingga dengan demikian hasil studi memberi implikasi terhadap studi lanjutan atas keterbatasan yang dihadapi penelitian ini.

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DOI: https://doi.org/10.26486/jpsb.v1i1.304

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