Pengaruh E-Banking Service Quality dan Brand Image untuk Membangun E-Wom dan Niat Pelanggan Menggunakan E-Banking

(Studi Masa Covid di Bank Rakyat Indonesia)

Abstract

The COVID-19 pandemic has disrupted banking operations that are carried out directly to customers and increased the threat of physical contact for retail bankers and customers, as a result, the world is turning to Internet banking to continue routine transactions for bill payments, grocery purchases, and brand shopping. This study aims to determine the effect of e-banking service quality and brand image on Ewom and the effect of e-banking service quality, brand image, and EWOM on customer intentions to use e-banking at Bank BRI in Denpasar City. The variables studied in this study are e-banking service quality, brand image, E-wom, and customer intentions in using e-banking. The data used is primary data, namely the results or answers of respondents through questionnaires. The study employed a purposive sampling technique to gather data from BRI Bank customers in Denpasar City, with a total of 235 respondents participating. Path analysis was utilized as the analytical method. The findings indicated a favorable impact of E-banking service quality on electronic word-of-mouth (e-wom) at BRI Bank in Denpasar City. Additionally, E-banking service quality demonstrated a positive influence on customers' intentions to utilize BRI Bank E-Banking services in the same city. Likewise, the brand image variable exhibited a constructive effect on e-wom for BRI Bank in Denpasar City and also positively influenced customers' intentions to use BRI Bank E-Banking services. Ultimately, the e-wom variable was found to have a positive impact on customer intentions to engage with BRI Bank E-Banking services in Denpasar City.