Adut, Fransiska Armelia (2024) Kualitas Layanan Elektronik dan Pengaruhnya Terhadap Kepuasan Serta Loyalitas Pengguna Brimo Melalui Model Eservice Quality (Studi Kasus Pada Mahasiswa Universitas Merdeka Malang). Undergraduate thesis, Fakultas Teknologi Informasi Universitas Merdeka Malang.

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Abstract

This study aims to evaluate the quality of service offered by BRIMO, a digital banking application provided by Bank Rakyat Indonesia (BRI), and its impact on user satisfaction and loyalty levels. Using the Servqual method, this research collected data from 100 students of Universitas Merdeka Malang (UNMER), who were sampled in this study. The Servqual method is used because it is able to measure five main dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy. The results of this study show that all of these dimensions have a significant influence on BRIMO user satisfaction and loyalty. Tangible, such as the appearance of the application interface and system speed, as well as other technical factors such as the stability of the internet connection, were found to be factors that largely determine user satisfaction. On the other hand, the responsiveness and ability of the application to respond to user needs, both in terms of service and data processing, also plays an important role. In addition, this study highlights the importance of effective communication and attention provided by BRIMO staff, which is able to increase users' sense of security and comfort. Users who feel that their personal data is well protected tend to have a higher level of loyalty towards this application. This research emphasizes that to maintain user satisfaction and loyalty, BRI needs to continuously improve the quality of services offered through BRIMO. This includes continuous improvement in technical and non-technical aspects, such as enhancing the application's physical features, response speed, as well as guaranteeing user data security.

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