%0 Thesis
%9 Masters
%A Defline , Putri Delly	
%B FAKULTAS EKONOMI DAN BISNIS
%D 2024
%F eprints:83703
%I UNIVERSITAS LAMPUNG
%T HUBUNGAN CUSTOMER ENGAGEMENT, KEPERCAYAAN, KEPUASAN  DAN LOYALITAS NASABAH DALAM MENGGUNAKAN    MOBILE BANKING DI INDONESIA
%U http://digilib.unila.ac.id/83703/
%X Revolusi Industri 4.0 mendorong transformasi perbankan digital di Indonesia.  Transaksi digital meningkat secara signifikan dari tahun 2021 hingga 2023, dan  akan berlanjut pada tahun 2024, seiring dengan percepatan digital banking dan  preferensi masyarakat terhadap transaksi online mobile banking, yang  mempengaruhi adopsi mobile banking. Peluang untuk cross-selling melalui mobile  banking mendorong strategi pemasaran perbankan menuju strategi yang lebih  kompleks dan luas yang disebut dengan customer engagement. Terdapat perbedaan  hasil penelitian sebelumnya mengenai customer engagement dan peran customer  engagement dalam kepercayaan, kepuasan, dan loyalitas nasabah.  Tujuan dari penelitian ini adalah untuk mengetahui hubungan customer  engagement, kepercayaan, kepuasan, dan loyalitas nasabah dalam penggunaan  mobile banking. Penelitian ini merupakan penelitian kuantitatif dengan pendekatan  cross-sectional yang dilakukan di Indonesia. Metode pengambilan sampel yang  digunakan adalah non-probability sampling dengan cara purposive sampling.  Populasi penelitian ini adalah pengguna mobile banking bank terpilih di Indonesia.  Data primer dikumpulkan dari 244 sampel, kemudian dianalisis menggunakan  Structural Equation Model (SEM) dan diolah menggunakan software statistik  Lisrel 8.8.  Hasil penelitian menunjukkan customer engagement memiliki pengaruh signifikan  dalam meningkatkan kepercayaan nasabah. Selain itu, customer engagement juga  memiliki pengaruh signifikan terhadap loyalitas nasabah dan kepuasan nasabah.  Kepercayaan nasabah memiliki pengaruh positif dan signifikan terhadap loyalitas  nasabah dan kepuasan nasabah. Kepuasan nasabah memiliki pengaruh positif dan  signifikan terhadap loyalitas nasabah.  Kata Kunci: Customer Engagement, Mobile Banking, Kepercayaan Nasabah,  Kepuasan Nasabah, Loyalitas Nasabah    The Industrial Revolution 4.0 is driving digital banking transformation in  Indonesia. Banking services have moved towards digital banking services. Digital  transactions increased significantly from 2021 to 2023, and it will continue in 2024,  in line with the acceleration digital banking and public preference for online mobile  banking transactions, which affect mobile banking adoption. The opportunity for  cross-selling through mobile banking brought banking marketing strategies  towards a more complex and broad strategy called customer engagement. The  difference between previous studies’ results regarding customer engagement and  the role of customer engagement in customer trust, customer satisfaction, and  customer loyalty needs to be studied.  This research aims to know the relationship between customer engagement,  customer trust, customer satisfaction, and customer loyalty in the usage of mobile  banking in Indonesia. This study was conducted in Indonesia using quantitative    research with a cross-sectional approach. The sampling method used was non-  probability sampling by purposive sampling. The population of this research is    selected banks’ mobile banking users in Indonesia. The primary data was collected  from 244 samples and then analyzed using Structural Equation Models (SEM),  assisted by Lisrel 8.8.  The results of this study show that customer engagement significantly increases  customer trust. Customer engagement also significantly affects customer loyalty  and satisfaction. Customer trust has a positive and significant effect on customer  loyalty and satisfaction, and customer satisfaction has a positive and significant  impact on customer loyalty.  Keyword : Customer Engagement, Mobile Banking, Customer Trust, Customer  Satisfaction,, Customer Loyalty