PENGARUH SOCIAL INFLUENCE, TRUST, DATA SECURITY AND PRIVACY, QUALITY ADMINISTRATIVE TERHADAP CUSTOMER LOYALTY FINTECH KOINWORKS YANG DIMEDIASI OLEH CUSTOMER SATISFACTION

ADI, TRI ANTORO (2023) PENGARUH SOCIAL INFLUENCE, TRUST, DATA SECURITY AND PRIVACY, QUALITY ADMINISTRATIVE TERHADAP CUSTOMER LOYALTY FINTECH KOINWORKS YANG DIMEDIASI OLEH CUSTOMER SATISFACTION. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Koinworks is a joint funding platform that allows borrowers to fund and investors to choose how to channel their funds. In the last three years, Koinworks has had problems with declining customer loyalty (borrowers) and stopped using the service. This study aimed to examine and analyze the influence of social, trust, data security and privacy, and administrative quality on customer loyalty through Koinworks fintech customer satisfaction. The independent variables in this study are Social factors, Trust, Data Security and Privacy, and Quality of Administration. Meanwhile, the dependent variable is Customer Loyalty, with the mediating variable being Customer Satisfaction. This research type uses quantitative and primary data through questionnaires for 372 respondents. The analysis tool uses Partial Least Square Structural Equation Model. The results of this study state that Social factors, Trust and Customer Satisfaction have a positive and significant effect on Customer Loyalty. In contrast, Data Security and Privacy factors and Quality of Administration do not affect Customer Loyalty. Social Factors, Trust, Data Security and Privacy, and Administration Quality positively and significantly affect Customer Satisfaction. The variable Customer Satisfaction can partially mediate the relationship between Social factors and Trust to Customer Loyalty. At the same time, Customer Satisfaction can fully mediate the relationship between Data Security and Privacy factors and Administration Quality to Customer Loyalty. Keywords: Social Influence, Trust, Data Security, Privacy, Quality Administrative, Customer Loyalty, Customer Satisfaction Koinworks merupakan platform pendanaan bersama yang memungkinkan borrowers dapat melakukan pendanaan dan investor dapat memilih penyaluran dananya. Dalam tiga tahun terakhir, Koinworks bermasalah pada loyalitas pelanggan (borrowers) yang menurun dan berhenti menggunakan layanan. Tujuan penelitian ini adalah untuk menguji dan menganalisis Pengaruh Sosial, Kepercayaan, Keamanan Data dan Privasi, Kualitas Administrasi Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Fintech Koinworks. Variabel independen dalam penelitian ini adalah faktor Sosial, Kepercayaan, Keamanan Data dan Privasi, Kualitas Administrasi. Sedangkan, variabel dependennya adalah Loyalitas Pelanggan dengan variabel mediasi Kepuasan Pelanggan. Jenis penelitian menggunakan data kuantitatif dan data primer melalui kuesioner untuk 372 responden. Alat analisis menggunakan Structiral Equation Model Partial Least Square. Hasil penelitian ini menyatakan faktor Sosial, Kepercayaan dan Kepuasan Pelanggan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan, sementara faktor Keamanan Data dan Privasi serta Kualitas Administrasi tidak berpengaruh terhadap Loyalitas Pelanggan. Faktor Sosial, Kepercayaan, Keamanan Data dan Privasi, serta Kualitas Administrasi berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan. Variabel Kepuasan Pelanggan mampu memediasi secara parsial hubungan antara faktor Sosial dan Kepercayaan terhadap Loyalitas Pelanggan, sementara Kepuasan Pelanggan juga mampu memediasi secara penuh hubungan antara faktor Keamanan Data dan Privasi serta Kualitas Administrasi terhadap Loyalitas Pelanggan. Kata Kunci: Pengaruh Sosial, Kepercayaan, Keamanan Data, Privasi, Kualitas Administrasi, Loyalitas Pelanggan, Kepuasan Pelanggan

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