PERANAN RELIGIUSITAS SEBAGAI VARIABEL MODERASI DALAM HUBUNGAN PENGALAMAN BERTRANSAKSI ONLINE TERHADAP KEPUASAN NASABAH PERBANKAN SYARIAH

Suryari Purnama, Andyani Sukmasari, Ria Panjaitan

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh online transaction experience terhadap kepuasan nasabah pada perbankan syariah, pengaruh online transaction experience terhadap kepuasan nasabah dimoderasi oleh religiusitas nasabah pada perbankan syariah. Populasi penelitian ini adalah seluruh nasabah perbankan syariah di Jakarta. Jumlah sampel dalam penelitian ini sebanyak 110 nasabah perbankan syariah. Metode pengolahan data yang digunakan yaitu Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa terdapat pengaruh online transaction experience terhadap kepuasan nasabah pada perbankan syariah, terdapat pengaruh online transaction experience terhadap kepuasan nasabah dimoderasi oleh religiusitas nasabah pada perbankan syariah. Adapun implikasi yang dapat diberikan yaitu perbankan syariah diharapkan dapat mengedepankan aspek religiusitas sebagai alat promosi. Dalam berpromosi sebaiknya bank syariah mengubah konten promosi menjadi bentuk komunikasi digital mengikuti perkembangan marketing digital. Bank syariah sudah terkenal memiliki pelayanan transaksi online dan layanan tersebut sangat menarik bagi para nasabah, selain mendapatkan layanan transaksi secara cepat, transaksi ini mudah diakses dan sesuai dengan kepentingan nasabah. Namun penggunaan teknologi harus selalu diperbaharui mengikuti perkembangan terkini.

 

Kata-kunci: pengalaman pelanggan bertransaksi online, religiusitas, kepuasan nasabah, perbankan


Keywords


religiusitas, kepuasan nasabah, perbankan

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DOI: https://doi.org/10.47007/jeko.v12i01.4096

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