Analysis Of Customer Satisfaction Toward Mybca Services Among Gunadarma University Students In Depok
Keywords:
Customer Satisfaction, Digital Banking, Perceived Ease of Use, Security, Service QualityAbstract
This study aims to analyze the effect of service quality, perceived ease of use, and security on customer satisfaction among MyBCA users, particularly students of Gunadarma University in Depok. This research adopts a quantitative approach using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression. The results indicate that service quality, perceived ease of use, and security have a positive and significant effect on customer satisfaction, both partially and simultaneously. These variables explain a substantial proportion of user satisfaction in digital banking services. The novelty of this study lies in integrating the Technology Acceptance Model (TAM), SERVQUAL, and trust/security perspective into a single empirical model, focusing on a specific application (MyBCA) and student users as digital natives. This provides a more contextualized analysis compared to prior generalized studies. The findings imply that banks should enhance usability, system quality, and application security to improve customer satisfaction.
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