Analisis Pengaruh Layanan Aplikasi Mobile Banking Livin' Terhadap Loyalitas Nasabah di Bank Mandiri Area Solo

Sauman Zainal Arifin, Prof. Dr. Ir. Suci Paramitasari Syahlani, MM., IPM

2025 | Tesis | S2 Manajemen

Perkembangan teknologi digital telah mendorong perubahan signifikan dalam layanan perbankan, khususnya melalui penggunaan mobile banking. Bank Mandiri sebagai salah satu bank terbesar di Indonesia telah menghadirkan aplikasi Livin' by Mandiri untuk memberikan kemudahan akses layanan perbankan secara digital. Seiring dengan peningkatan adopsi layanan ini, penting untuk memahami faktor-faktor yang mempengaruhi loyalitas nasabah, khususnya di Area Solo. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan terhadap loyalitas pengguna aplikasi Livin' by Mandiri. Model penelitian menggunakan pendekatan kuantitatif dengan metode penyebaran kuisoner untuk mengevaluasi hubungan antara desain tampilan, kualitas sistem, jaminan keamanan, kualitas layanan, dan loyalitas pengguna. Data dikumpulkan melalui survei terhadap 315 responden yang merupakan pengguna aktif aplikasi Livin’ di Kota Solo.

Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada nasabah Bank Mandiri yang aktif menggunakan aplikasi Livin’ di Kota Solo. Hasil pengujian hipotesis menunjukkan bahwa seluruh hubungan antarvariabel dalam model penelitian ini signifikan secara statistik. Desain tampilan terbukti berpengaruh positif terhadap kualitas sistem (? = 0,515), jaminan keamanan (? = 0,249), dan kualitas layanan (? = 0,180). Kualitas sistem memiliki pengaruh terbesar terhadap jaminan keamanan (? = 0,565), serta berkontribusi langsung terhadap loyalitas pelanggan (? = 0,249). Jaminan keamanan juga memengaruhi kualitas layanan (? = 0,225). Adapun dua faktor utama yang secara langsung memengaruhi loyalitas pengguna aplikasi Livin’ by Mandiri adalah kualitas sistem dan kualitas layanan, masing-masing dengan koefisien pengaruh sebesar ? = 0,249 dan ? = 0,250. Hasil ini menegaskan bahwa peningkatan layanan aplikasi Livin’ memiliki peran penting dalam membangun loyalitas nasabah.

Berdasarkan hasil penelitian, disarankan agar Bank Mandiri area Solo terus meningkatkan layanan aplikasi Livin’ guna mempertahankan tingkat loyalitas nasabah. Penelitian ini memberikan wawasan baru bagi industri perbankan digital terkait strategi peningkatan layanan mobile banking, serta menjadi referensi bagi penelitian selanjutnya dalam mengembangkan inovasi layanan perbankan berbasis teknologi.

The advancement of digital technology has significantly transformed banking services, particularly through the adoption of mobile banking. As one of Indonesia's largest banks, Bank Mandiri has launched the Livin' by Mandiri application to provide convenient access to digital banking services. Along with the increasing adoption of this service, it is important to understand the factors that influence customer loyalty, especially in the Solo area. This study aims to analyze the effect of service quality on user loyalty of the Livin’ by Mandiri application. The research model adopts a quantitative approach using a questionnaire to evaluate the relationships between interface design, system quality, security assurance, service quality, and user loyalty. Data were collected through a survey involving 315 respondents who are active users of the Livin’ application in Solo City.

This study employed a quantitative approach using a survey method through the distribution of questionnaires to Bank Mandiri customers who actively use the Livin’ application in Solo City. The results of hypothesis testing indicate that all relationships between variables in the research model are statistically significant. Interface design was found to have a positive effect on system quality (? = 0.515), security assurance (? = 0.249), and service quality (? = 0.180). System quality had the strongest influence on security assurance (? = 0.565) and also contributed directly to customer loyalty (? = 0.249). In addition, security assurance significantly affected service quality (? = 0.225). The two main factors that directly influenced user loyalty to the Livin’ by Mandiri application were system quality and service quality, with path coefficients of ? = 0.249 and ? = 0.250, respectively. These findings emphasize that enhancing the Livin’ application's services plays a vital role in fostering customer loyalty.

Based on these results, it is recommended that Bank Mandiri in the Solo area continuously enhance the Livin’ application services to maintain customer loyalty. This study offers new insights for the digital banking industry regarding strategies to improve mobile banking services and serves as a valuable reference for future research in developing technology-based banking service innovations.

Kata Kunci : Mobile banking, desain tampilan, kualitas sistem, jaminan keamanan, kualitas layanan, loyalitas.