PENGARUH CONVENIENCE, E-SERVICE QUALITY, DAN ISLAMIC BRANDING TERHADAP USAGE DECISION DENGAN SERVICE FEATURES SEBAGAI VARIABLE MODERASI DITINJAU DALAM PERSPEKTIF BISNIS ISLAM (Studi pada Pengguna BSI Mobile, Sukarame, Bandar Lampung)

Dian, Saputra (2025) PENGARUH CONVENIENCE, E-SERVICE QUALITY, DAN ISLAMIC BRANDING TERHADAP USAGE DECISION DENGAN SERVICE FEATURES SEBAGAI VARIABLE MODERASI DITINJAU DALAM PERSPEKTIF BISNIS ISLAM (Studi pada Pengguna BSI Mobile, Sukarame, Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui Pengaruh convenience, e-service quality, dan islamic branding terhadap usage decision BSI mobile dengan service features sebagai variable moderasi ditinjau dalam perspektif bisnis islam. Dalam penelitian ini terdapat beberapa permasalahan, seperti hasil penelitian terdahulu yang tidak konsisten, kurangnya kenyamanan, kualitas layanan, citra islam dan fitur layanan yang belum sepenuhnya terintegrasi, rendahnya penggunaan, dan rating penilaian BSI Mobile. Metode penelitian ini menggunakan kuantitatif asosiatif, data dikumpulkan melalui penyebaran kuesioner. Populasi ditentukan menggunakan metode purposive sampling, jumlah sampel 100 responden ditentukan dengan rumus lemeshow, pengolahan data dilakukan dengan SmartPLS 04. Hasil penelitian menunjukan e-service quality dan islamic branding berpengaruh positif dan signifikan terhadap usage decision, service features memoderasi convenience dan usage decision. Tetapi convenience tidak berpengaruh terhadap usage decision, service features tidak memoderasi e-service quality dan usage decision. service features memperlemah Islamic branding dan usage decision BSI Mobile. BSI Mobile merupakan layanan digital yang diluncurkan oleh Bank Syariah Indonesia berupa aplikasi mobile banking, Dalam perspektif bisnis Islam, BSI Mobile sudah sesuai dengan prinsip bisnis islam. Kata Kunci: Convenience, E-Service Quality, Islamic Branding, Moderasi Service Features, Usage Decision. ABSTRACT This research aims to examine the influence of convenience, e service quality, and Islamic branding on the usage decision of BSI Mobile, with service features as a moderating variable, viewed from the perspective of Islamic business. This study addresses several issues, such as inconsistent results in previous studies, lack of convenience, service quality, Islamic branding, and service features that are not fully integrated, as well as low usage rates and ratings of BSI Mobile. The research employs a quantitative associative method, with data collected through questionnaires. The population was determined using purposive sampling, and the sample size of 100 respondents was calculated using the Lemeshow formula. Data analysis was conducted using SmartPLS 04. The findings indicate that e-service quality and Islamic branding have a positive and significant impact on usage decisions, while service features moderate the relationship between convenience and usage decisions. However, convenience does not affect usage decisions, and service features do not moderate the relationship between e-service quality and usage decisions. Furthermore, service features weaken the relationship between Islamic branding and usage decisions for BSI Mobile. BSI Mobile is a digital service launched by Bank Syariah Indonesia in the form of a mobile banking application. From the perspective of Islamic business, BSI Mobile aligns with Islamic business principles. Keywords: Convenience, E-Service Quality, Islamic Branding, Moderating Service Features, Usage Decision.

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