Pembentukan Retensi Nasabah Melalui Perceived Value Dan Digital Customer Experience Pada Fitur “Life Goals” : Studi pada Pengguna Aplikasi Wondr by BNI
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Abstract
Customer satisfaction perbankan mendorong hadirnya fitur inovatif seperti Life Goals pada Wondr by BNI, namun penggunaan fitur digital belum tentu menjamin retensi nasabah. Oleh karena itu, strategi perceived value dan digital customer experience yang didukung kualitas customer satisfaction layanan menjadi faktor penting dalam meningkatkan retensi nasabah. Penelitian ini menguji pengaruh perceived value dan digital customer experience mengenai fitur “Life Goals” Wondr by BNI. Analisis dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4, menggunakan sampel 202 partisipan yang dipilih menggunakan rumus Cochran dan purposive sampling. Hasil olah data perceived value yang dirasakan dan digital customer experience memiliki pengaruh positif dan signifikan terhadap retensi nasabah. Perceived value dan digital customer experience juga terbukti berpengaruh positif dan signifikan terhadap customer satisfaction. Customer satisfaction terbukti berpengaruh positif dan signifikan terhadap Retensi nasabah.
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