PENGARUH TRANSFORMASI DIGITAL, KUALITAS LAYANAN DIGITAL, DAN INOVASI LAYANAN TERHADAP KEPUASAAN NASABAH PADA BANK BRI KOTA SAMARINDA

Abstract

ABSTRACT

 This research aims to determine the influence of digital transformation, digital service quality, and service innovation on customer satisfaction with BRI Bank services in Samarinda City. The respondents for this research were 200 visitors, data was collected using questionnaires directly and online using google form, and analyzed using multiple linear regression using SPSS 25 for Windows software. This research uses quantitative methods. The Independent Variables used are digital transformation, digital service quality, and service innovation, while the Dependent variable used is customer satisfaction. This research uses multiple linear regression analysis with the equation Y = 6.126+0.343 X1 + 0.409 X2 + 0.166 X3. The regression coefficient for the digital transformation variable (X1) has a value of tcount > ttable (5.466 > 1.972) with a significant value of a = 0.000 < 0.05. The digital service quality variable (X2) has a value of tcount > ttable (8.054 > 1.972) with a significant value of a = 0.000 < 0.05. The service innovation variable (X3) has a value of tcount> ttable (2,797> 1.972) with a significant value of a = 0.06 < 0.05. So it can be concluded that H1, H2 and H3 are accepted. The results of this research also show that the calculated f value is greater than the Ftable value of (58.005 > 3.040) supported by a sig value of 0.00 < 0.05, so it can be concluded that variables X1 and Bank BRI Samarinda City.