Pengaruh Digital Marketing, Word of Mouth dan Persepsi  Kemudahan terhadap Keputusan Penggunaan dalam Aplikasi  Mobile Banking Livin by Mandiri di PT Bank Mandiri (Persero) Tbk  KCP Cikarang Jababeka

Maghdina Jayanty; Langgeng Sri Handayani

doi:10.55681/jige.v5i2.2719

Authors

Maghdina Jayanty Universitas Pelita Bangsa
Langgeng Sri Handayani Universitas Pelita Bangsa

DOI:

https://doi.org/10.55681/jige.v5i2.2719

Keywords:

Digital Marketing, Livin by Mandiri, Mobile Banking, Perceived Ease of Use, Word of Mouth

Abstract

PT Bank Mandiri (Persero) is a banking company that was restructured from several state banks, namely Bumi Daya Bank, State Trade Bank, Export Import Bank and Indonesian Development Bank. This research, entitled the influence of digital marketing, word of mouth, and perceived ease of use on usage decisions in the Livin by Mandiri mobile banking application, is quantitative research with a survey approach via questionnaires. The population in this study were customers of Bank Mandiri KCP Cikarang Jababeka. The sample used in this research was 100 respondents. The sampling used in this research used a simple random sampling technique, namely a technique for taking sample members from the population randomly without paying attention to the overall level. The results of the research show that digital marketing does not have a significant influence on the decision to use Livin by Mandiri mobile banking for Bank Mandiri KCP Cikarang Jababeka customers, word of mouth has a significant influence on the decision to use Livin by Mandiri mobile banking for Bank Mandiri customers KCP Cikarang Jababeka, perception of ease of use significant influence on the decision to use Livin by Mandiri mobile banking for Bank Mandiri KCP Cikarang Jababeka customers.

Downloads

Download data is not yet available.

References

Aini, S. A., & Wijayantini, B. (2022). Pengaruh Persepsi Kemudahan Dan Persepsi Fitur Layanan Islami Terhadap Keputusan Nasabah Menggunakan Mobile Banking Bank Syariah Indonesia Cabang Jember. Jurnal National Multidiciplinary Sciences, 1(3), 493-503.

Apilia, R. W., & Susanti, D. N. (2022). Pengaruh Kemudahan, Fitur Layanan, dan Promosi Terhadap Keputusan Penggunaan E-Wallet Dana di Kabupaten Kebumen. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi (JIMMBA), 4(3), https://doi.org/10.32639/jimmba.v4i3.121, 399-409.

Febriyanti, V. (2022). Peran Word Of Mouth bagi Pengguna BSM Mobile Banking dalam Pengambilan Keputusan. Vol. 1, Issue 1.

Kurniaputra, A. Y., & Nurhadi, M. (2018). Pengaruh Persepsi Kemudahan, Risiko Dan Manfaat Terhadap Keputusan Nasabah Menggunakan Mobile Banking Bri Di Surabaya. Journal of Business & Banking, 8(1), https://doi.org/10.14414/jbb.v8i1.1557, 109-120.

Lufina Salsabila, T., & Rozza, S. (2022). Pengaruh Promosi Media Digital dan Word of Mouth terhadap Keputusan Nasabah dalam Menggunakan Mobile Banking Syariah.

Marlius, D., & Mutiara, M. (2022). PENGARUH MEREK, HARGA, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pembelian Smartphone Oppo pada Rindo Cell di Surantih Kecamatan Sutera Kabupaten Pesisir Selatan). Jurnal Economina, 1(4), https://doi.org/10.55681/economina.v1i4.169, 768-783.

Pebrianti, W. A. (2020). Digital Marketing, e-WOM, Brand Awareness Dan Keputusan Pembelian Kopi Milenial. JURNAL ILMU EKONOMI & SOSIAL, 11(1), https://doi.org/10.35724/jies.v11i1.2848, 48-56.

Robaniyah, L., & Kurnianingsih, H. (2021). Pengaruh Persepsi Manfaat, Kemudahan Penggunaan Dan Keamanan Terhadap Minat Menggunakan Aplikasi Ovo. Image: Jurnal Riset Manajemen, 10(1), https://doi.org/10.17509/image.v10i1.32009, 53-62.

Safitri, V. N., & Widyastuti, E. (2023). PERAN KEPUASAN DALAM MEMEDIASI PENGARUH CUSTOMER EXPERIENCE, WORD OF MOUTH DAN KUALITAS LAYANAN MOBILE BANKING TERHADAP LOYALITAS NASABAH. In Journal Islamic Banking and Finance (Vol. 3, Issue 1), https://ojs.iainbatusangkar.ac.id/ojs/index.php/Albank.

Salmah, R. (2021). Pendapatan, Pendidikan, Persepsi Kemudahan, dan Sikap sebagai Mediasi terhadap Keputusan Penggunaan Mobile Banking Syari’ah. Jurnal Ilmiah Ekonomi Islam, 7(2), https://doi.org/10.29040/jiei.v7i2.2473, 798-805.

Sudirjo, F. N. (2023). Analysis of The Influence of Digital Marketing and Risk Perception on Customer Decisions in Using Sharia Banking Mobile Application. Journal Scienta, 12(4), 246-250.

Suryani, R., & Ramdhani, F. N. (2022). Pengaruh Persepsi Kemudahan Dan Brand Image Toko Terhadap Niat Beli Ulang Di Online Marketplace Dengan Kepuasan Pelanggan Sebagai Variabel Intervenin. Medikonis, 13(1), https://dpi.org/10.52659/medikonis.v13i1.49, 62-69.

Tee, J. E. (2020). Pengaruh Word Of Mouth dan Brand Awareness terhadap Keputusan Pembelian Xing Fu Tang di Indonesia. Prologia, 4(1), 18.

Wahudi, T., & Hutabarat, Z. (2023). Faktor-Faktor Yang Mempengaruhi Niat Penggunaan Digital Banking: Livin ’ By Mandiri. Jurnal Tehnik Informatika dan Sistem Informasi, 10(1), 509-525.

Wardhani, A. K., & Romas, A. N. (2022). Analysis of Digital Marketing Strategies in the Covid-19 Pandemic. EXERO: Journal of Research in Business and Economics, 4(1), https://doi.org/10.24071/exero/v4i1.5025, 29-53.