IMPLEMENTASI PENGGUNAAN FITUR DIGITAL MYBCA DAN BLU BCA PADA LOYALITAS NASABAH GENERASI MILENIAL DAN GENERASI Z
DOI:
https://doi.org/10.51878/cendekia.v6i2.9978Keywords:
Bank Digital, Loyalitas Nasabah, Generasi Milennial, Generasi ZAbstract
ABSTRACT
The rapid advancement of digital technology has driven significant transformation in the banking industry, particularly through mobile banking services. Applications such as MyBCA and blu BCA represent digital innovations designed to meet customer needs, especially among Millennials and Generation Z who are highly adaptive to technology. This study aims to examine the implementation of digital features in these applications and their influence on customer loyalty, as well as to understand how digital banking innovation affects customer satisfaction and long-term engagement. This research employs a descriptive qualitative approach involving MyBCA and blu BCA users in Indonesia. Data were collected through questionnaires and interviews focusing on user experience, perceived ease of use, security, transaction speed, application design, and service efficiency. The findings indicate that digital banking features, including usability, application design, transaction speed, security, and service effectiveness, have a positive impact on customer loyalty. Millennials and Generation Z perceive that fast, secure, and user-friendly applications enhance satisfaction and strengthen long-term relationships. Additionally, personalized service innovation further supports customer loyalty. These findings suggest that optimizing digital features and user-centered innovation is essential for enhancing competitiveness in the digital banking era.
ABSTRAK
Perkembangan teknologi digital yang pesat telah mendorong transformasi signifikan dalam industri perbankan, khususnya melalui layanan mobile banking. Aplikasi MyBCA dan blu BCA merupakan bentuk inovasi digital yang dirancang untuk memenuhi kebutuhan nasabah, terutama Generasi Milenial dan Generasi Z yang adaptif terhadap teknologi. Penelitian ini bertujuan untuk mengkaji penerapan fitur digital pada kedua aplikasi tersebut terhadap loyalitas nasabah, serta memahami bagaimana inovasi perbankan digital memengaruhi kepuasan dan keterlibatan jangka panjang pengguna. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan melibatkan pengguna MyBCA dan blu BCA di Indonesia. Data dikumpulkan melalui kuesioner dan wawancara yang berfokus pada pengalaman pengguna, kemudahan penggunaan, keamanan, kecepatan transaksi, desain aplikasi, serta efisiensi layanan. Hasil penelitian menunjukkan bahwa fitur perbankan digital, seperti kemudahan penggunaan, desain aplikasi, kecepatan transaksi, keamanan, dan efektivitas layanan, berpengaruh positif terhadap loyalitas nasabah. Generasi Milenial dan Generasi Z memandang bahwa aplikasi yang cepat, aman, dan mudah digunakan mampu meningkatkan kepuasan serta memperkuat hubungan jangka panjang. Selain itu, inovasi layanan yang bersifat personal turut mendukung loyalitas nasabah. Temuan ini menunjukkan bahwa optimalisasi fitur digital dan inovasi berbasis kebutuhan pengguna menjadi strategi penting dalam meningkatkan daya saing perbankan di era digital.
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