Pengaruh Penggunaan Mobile Banking Terhadap Kepuasan Nasabah Gen Z

Abstract

The development of digital technology encourages banks to continuously improve electronic-based services, one of which is through mobile banking. Gen Z, as a group that grew up in the digital era, has a high level of technology usage, making them the primary users of mobile banking services. This study aims to analyze the effect of mobile banking usage on Gen Z customer satisfaction. This study uses a quantitative method with a survey approach. Data were obtained by distributing questionnaires to Gen Z customers who actively use mobile banking services. The sampling technique used was purposive sampling. The collected data were analyzed using linear regression analysis to determine the effect of mobile banking usage variables on customer satisfaction. The results show that mobile banking usage has a positive and significant influence on Gen Z customer satisfaction. Ease of use, transaction speed, security, and completeness of mobile banking features have been shown to increase customer satisfaction levels. This study is expected to be a consideration for banks in improving the quality of mobile banking services to suit the needs and preferences of Gen Z.