Pengaruh Digital Banking Dan Customer Experience Terhadap Loyalitas Nasabah Pada Pt Bank Riau Kepri Syariah Pekanbaru Panam
DOI:
https://doi.org/10.70134/jukoni.v3i3.2013Keywords:
Digital Banking, Customer Experience, Customer Loyalty, SPSSAbstract
This study aims to determine the influence of Digital Banking and Customer Experience on Customer Loyalty at PT Bank Riau Kepri Syariah. The advancement of digital technology has driven banks to provide digital services that offer convenience, speed, and a positive experience to customers. Consequently, Digital Banking and Customer Experience are identified as factors likely to enhance Customer Loyalty. This study employs a quantitative research method using a survey approach. The population consists of PT Bank Riau Kepri Syariah customers who use the BRKS Mobile application. The sample comprises 100 respondents selected through purposive sampling. Data collection was conducted via questionnaires, while data analysis utilized the Statistical Package for the Social Sciences (SPSS) software, covering validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination (R²). The results indicate that Digital Banking has a positive and significant effect on Customer Loyalty (significance value of 0.014), while Customer Experience also has a positive and significant effect on Customer Loyalty (significance value of 0.000). Simultaneously, Digital Banking and Customer Experience exert a positive and significant influence on Customer Loyalty (significance value of 0.000). The coefficient of determination (R-Square) of 0.499 indicates that the Digital Banking and Customer Experience variables explain 49.9% of the variance in Customer Loyalty, while the remaining 50.1% is influenced by factors outside the scope of this study. Thus, improving the quality of Digital Banking services and enhancing the positive experiences perceived by customers can boost Customer Loyalty at PT Bank Riau Kepri Syariah.
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