Pengaruh Fitur Layanan dan Kemudahan Penggunaan Terhadap Kepuasan Nasabah Gen Z Dalam Menggunakan Aplikasi  BYOND By BSI di Kota Jambi

Dewi Nur Fatihah; Sissah .; Eri Nofriza

doi:10.35896/jse.v6i1.1506

Dewi Nur Fatihah UIN Sulthan Thaha Saifuddin Jambi
Sissah . UIN Sulthan Thaha Saifuddin Jambi
Eri Nofriza UIN Sulthan Thaha Saifuddin Jambi

DOI: https://doi.org/10.35896/jse.v6i1.1506

Keywords: BYOND by BSI, service features, ease of use, customer satisfaction, Generation Z.

Abstract

This study aims to analyze the influence of service features and ease of use on the satisfaction of Generation Z customers using the BYOND by BSI application in Jambi City. The study employs a quantitative approach with an associative research design. A sample of 100 respondents was determined using Cochran’s formula via accidental sampling. Data were collected through questionnaires and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the SmartPLS 4 software. The results indicate that service features have a positive and significant impact on customer satisfaction, whereas ease of use does not have a significant effect. The coefficient of determination (R²) of 0.877 suggests that the research model explains 87.7% of the variance in customer satisfaction through the variables of service features and ease of use. Furthermore, the effect size values indicate that service features contribute more significantly than ease of use to explaining customer satisfaction. These findings underscore the importance of developing transaction features that are comprehensive, reliable, secure, and aligned with the needs of Generation Z customers. Consequently, Bank Syariah Indonesia should prioritize enhancing the quality of its digital service features, while also refining navigation and user experience, to boost customer satisfaction with the BYOND by BSI application.

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