ANALISIS DESKRIPTIF FAKTOR-FAKTOR PENDORONG BANK SWITCHING INTENTION PADA NASABAH PERBANKAN DIGITAL DI YOGYAKARTA

Alexandra Kezia Nadyne Dwyth Setiawan, Fitri Damayanti Berutu, S.E., S.S., M.Sc.

2026 | Tugas Akhir | D4 PERBANKAN

Penelitian dengan judul “Analisis Deskriptif Faktor – Faktor Pendorong Bank Switching Intention Pada Nasabah Perbankan Digital di Yogyakarta” ini bertujuan untuk menganalisis dimensi penelitian kualitas, kepuasan, daya tarik alternatif, norma subjektif, dan biaya perpindahan apakah akan membuat nasabah perbankan di Yogyakarta meakukan niat beralih ke bank lain. Pendekatan kuantitatif deskriptif digunakan sebagai desain dalam penelitian ini dengan menyebarkan g-form kepada 150 calon responden. Penelitian ini menguji validitas dan realibilitas dengan menggunakan bantuan SPSS versi 27. Dalam penelitian ini juga terdapat hasil analisis perhitungan rata - rata (mean), nilai tengah (median), modus (mode), dan standar deviasi. Hasil penelitian menunjukkan bahwa dimensi kualitas dan kepuasan (push factors), daya tarik alternatif (pull factors), dan norma subjektif serta biaya perpindahan (mooring factors) secara positif dapat membuat nasabah melakukan switching intention.

This study, titled “Descriptive Analysis of Factors Driving Bank Switching Intentions Among Digital Banking Customers in Yogyakarta,” aims to analyze the research dimensions of quality, satisfaction, attractiveness of alternatives, subjective norms, and switching costs to determine whether these factors influence bank customers in Yogyakarta to switch to another bank. A descriptive quantitative approach was used as the research design, involving the distribution of a questionnaire to 150 potential respondents. The study tested validity and reliability using SPSS version 27. The analysis also included calculations of the mean, median, mode, and standard deviation. The results show that the dimensions of quality and satisfaction (push factors), the attractiveness of alternatives (pull factors), and subjective norms as well as switching costs (mooring factors) can positively influence customers’ switching intentions. 

Kata Kunci : Push (kualitas dan kepuasan), Pull (daya tarik alternatif), Mooring (norma subjektif dan biaya perpindahan), Switching Intention