ABSTRAK

Penelitian ini bertujuan untuk menguji secara empiris pengaruh kualitas

pelayanan, nilai pelanggan dan kepuasan pelanggan terhadap kepercayaan merek

aplikasi BJB DIGI pada PT. Bank BJB Tbk. Analisis ini menggunakan 3 jenis

Variabel yaitu vairabel independen meliputi kualitas layanan (X1) dan nilai

pelanggan (X2), variabel dependen meliputi kepuasan pelanggan (Y) dan variabel

Intervening meliputi Kepercayaan merek (Z). Dimensi yag dipakai dalam

penelitian ini ada 15 dimensi antara lain : kualitas layanan (tangibles, reliability,

responsiveness, assurance, emphaty), nilai pelanggan (emotional value, social

value, quality value, price value), kepuasan konsumen (repurchase, increased

loyality customer, more new customer, positif customer word of mouth),

kepercayaan merek (brand reliability dan brand intentions). Pengumpulan data

penelitian dilakukan dengan menyebarkan kuesioner sebanyak 200 responden

pengguna aplikasi BJB DIGI. Teknik analisis yang digunakan adalah SEM

AMOS. Hasil penelitian menunjukan bahwa 4 variabel saling berpengaruh baik

langsung ataupun tidak langsung ke sesama variabel lainnya, kecuali 1 variabel

hubungan antara kualitas pelayanan terhadap kepercayaan merek tidak

berpengaruh.

Kata kunci : Kualitas Pelayanan, Nilai Pelanggan, Kepuasan Pelanggan,

Kepercayaan Merek, intervening, aplikasi BJB DIGI

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ABSTRACT

This study aims to empirically examine the effect of service quality, customer

value and customer satisfaction on the trust of the BJB DIGI application brand at

PT. Bank BJB Tbk. This analysis uses 3 types of variables, namely independent

vairabel covering service quality (X1) and customer value (X2), the dependent

variable includes customer satisfaction (Y) and the Intervening variable includes

brand trust (Z). The dimensions used in this study are 15 dimensions, among

others: service quality (tangibles, reliability, responsiveness, assurance, empathy),

customer value (emotional value, social value, quality value, price value),

customer satisfaction (repurchase, increased customer loyalty) , more new

customers, positive customer word of mouth), brand trust (brand reliability and

brand intentions). The research data collection was conducted by distributing

questionnaires as many as 200 respondents using the BJB DIGI application. The

analysis technique used is SEM AMOS. The results showed that 4 variables

influence each other directly or indirectly to each other variables, except for 1

variable relationship between service quality and brand trust has no effect.

Keywords: Service Quality, Customer Value, Customer Satisfaction, Brand Trust,

intervening, BJB DIGI application

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