Kontribusi eWOM dalam Hubungan Kualitas Argumen dan Valensi terhadap Niat Adopsi Mobile Banking dengan Kepercayaan Awal dan Keterlibatan Konsumen
DOI:
https://doi.org/10.30595/jesh.v2i2.314Keywords:
eWOM, Niat Adopsi, Mobile BankingAbstract
Penelitian ini bertujuan untuk mengeksplorasi kontribusi electronic Word of Mouth (eWOM) terhadap hubungan antara kualitas argumen dan valensi dengan niat adopsi mobile banking, serta peran kepercayaan awal dan keterlibatan konsumen. Studi ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 60 responden yang bekerja di PT Yosa Dyos Jaya Cilacap. Teknik analisis data dilakukan menggunakan PLS-SEM dengan software SmartPLS. Hasil penelitian menunjukkan bahwa kualitas argumen memiliki pengaruh signifikan terhadap keterlibatan konsumen, sedangkan valensi eWOM memiliki hubungan positif signifikan dengan niat adopsi mobile banking. Selain itu, volume ulasan juga menunjukkan pengaruh signifikan terhadap niat adopsi. Penelitian ini menegaskan pentingnya eWOM positif dalam mendorong kepercayaan dan niat konsumen untuk mengadopsi teknologi mobile banking. Hasil ini memberikan implikasi praktis bagi bank untuk meningkatkan kualitas layanan dan mendorong ulasan positif dari pengguna melalui platform digital.
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