Pengaruh Layanan Perbankan Digital dan Produk Terhadap Kepuasan Nasabah PT Bank Sumut Cabang Medan Petisah
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Abstract
Secara teoritis, kepuasan nasabah dipengaruhi oleh persepsi atas kualitas layanan dan kesesuaian antara harapan dan kinerja aktual yang diterima (expectation–confirmation theory). Dalam layanan perbankan digital, dimensi seperti reliability, responsiveness, security, ease of use, dan system quality menjadi variabel krusial yang membentuk persepsi nilai nasabah (Tam & Oliveira, 2017 Sharma et al., 2020). Menurut Mahendra Putra (2024), penelitian kualitatif merupakan proses untuk memahami fenomena manusia atau social dengan membangun Gambaran yang menyeluruh dan kompleksSebagian besar responden (51,9%) menyatakan aplikasi mobile/internet banking mudah digunakan.Sebagian besar responden (70,4%) menilai tampilan dan navigasi aplikasi sudah jelas dan intuitif.Mayoritas responden (64,8%) menyatakan transaksi digital dapat diselesaikan dengan cepat.Sebanyak 51,9% responden menilai sistem digital masih mengalami gangguan, sehingga perlu perbaikan.Sebagian besar responden (77,8%) merasa aman menggunakan layanan digital Bank Sumut.Mayoritas responden (77,8%) menyatakan fitur layanan digital sudah sesuai kebutuhan.Sebanyak 83,3% responden setuju bahwa Bank Sumut menawarkan variasi produk yang sesuai.Sebagian besar responden (75,9%) menilai promosi produk sudah informatif dan relevan.Mayoritas responden (64,8%) menilai produk Bank Sumut belum kompetitif dibanding bank lain.Sebagian besar responden (75,9%) merasa puas terhadap layanan Bank Sumut Medan Petisah.Mayoritas responden (90,7%) bersedia merekomendasikan Bank Sumut kepada orang lain.Layanan perbankan digital dan produk secara simultan berpengaruh terhadap kepuasan nasabah pada PT Bank Sumut Cabang Medan Petisah.
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