PENGARUH CUSTOMER EXPERIENCE, BENEFIT OFFERED DAN WORD OF MOUTH TERHADAP REUSE INTENTION OF MOBILE BANKING DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING (Studi Pada Nasabah PT. Bank Tabungan Negara KCS Bandar Lampung)

SUCI, MAHARANI (2025) PENGARUH CUSTOMER EXPERIENCE, BENEFIT OFFERED DAN WORD OF MOUTH TERHADAP REUSE INTENTION OF MOBILE BANKING DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING (Studi Pada Nasabah PT. Bank Tabungan Negara KCS Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK iii Penelitian ini bertujuan unrtuk mengetahui pengaruh customer experience, benefit offered dan word of mouth terhadap reuse intention of mobile banking dengan customer trust sebagai variabel intervening. Penelitian ini juga dapat menjadi landasan bagi penelitian lebih lanjut dalam bidang manajemen pemasaran dan perilaku konsumen, khususnya dalam konteks layanan perbankan digital. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan data primer yang diperoleh melalui penyebaran kuesioner. Analisis data dilakukan dengan pendekatan Structural Equation Modeling (SEM) yang menggunakan program Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa customer experience memiliki pengaruh positif dan signifikan terhadap reuse intention of mobile banking. Benefit offered tidak berpengaruh terhadap reuse intention. Word of mouth secara positif dan signifikan mempengaruhi reuse intention. Adanya pengaruh positif dan signifikan customer experience terhadap customer trust. Adanya pengaruh positif dan signifikan benefit offered terhadap customer trust. Adanya pengaruh positif dan signifikan word of mouth terhadap customer trust. Ditemukan pula bahwa customer trust memediasi pengaruh antara customer experience, benefit offered, dan word of mouth terhadap reuse intention. Kata kunci : Customer Experience, Benefit Offered, Word of Mouth, Customer Trust, Mobile Banking dan Reuse Intention.ABSTRACT This research aims to determine the effect of customer experience, benefit offered and word of mouth on reuse intention of mobile banking with customer trust as an intervening variable. This study can also be a basis for further research in the field of marketing management and consumer behavior, especially in the context of digital banking services. This research uses a quantitative approach using primary data obtained through questionnaires. Data analysis was carried out using the Structural Equation Modeling (SEM) approach using the Partial Least Square (PLS) program. The results of this research indicate that customer experience has a positive and significant impact on the reuse intention of mobile banking. The benefit offered does not affect the reuse intention. Word of mouth has a positive and significant effect on reuse intention. There is a positive and significant impact of customer experience on customer trust. There is a positive and significant impact of the benefit offered on customer trust. There is also a positive and significant impact of word of mouth on customer trust. It was also found that customer trust mediates the effect of customer experience, the benefit offered, and word of mouth on reuse intention. Keywords : Customer Experience, Benefit Offered, Word of Mouth, Customer Trust, Mobile Banking and Reuse Intention

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