DEWI, AYU NANDHIRA (2025) PENGARUH LAYANAN KOMUNIKASI DIGITAL TERHADAP PENINGKATAN MINAT NASABAH BERTRANSAKSI DI MOBILE BANKING BNI (Survei : BNI Cabang Mega Kuningan). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The rapid development of digital banking encourages banks to improve the quality of digital communication services to enhance customers’ transaction intentions through BNI Mobile Banking. This study is supported by the Human–Computer Interaction (HCI) theory, the AIDA model, and previous studies indicating that digital communication significantly influences customer interest and behavior. A quantitative approach with a positivist paradigm was employed using a survey of 100 active BNI Mobile Banking users. The results indicate that digital communication services have a positive and significant effect on customers’ transaction intentions, with a coefficient of determination of 0.512. This study concludes that responsive and informative digital communication services can increase customers’ interest and serve as a basis for developing digital banking communication strategies. Keywords : Digital Communication Service, Customer Interest, Mobile Banking BNI. Perkembangan perbankan digital mendorong bank untuk meningkatkan kualitas layanan komunikasi digital guna membangun minat nasabah bertransaksi melalui BNI Mobile Banking. Penelitian ini didukung oleh teori Human–Computer Interaction (HCI), model AIDA, serta penelitian terdahulu yang menunjukkan bahwa komunikasi digital berpengaruh terhadap minat dan perilaku nasabah. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan paradigma positivistik melalui survei terhadap 100 responden pengguna aktif BNI Mobile Banking. Hasil analisis menunjukkan bahwa layanan komunikasi digital berpengaruh positif dan signifikan terhadap minat nasabah bertransaksi dengan nilai koefisien determinasi sebesar 0,512. Penelitian ini menyimpulkan bahwa layanan komunikasi digital yang responsif dan informatif mampu meningkatkan minat nasabah serta menjadi dasar pengembangan strategi komunikasi digital perbankan. Kata kunci : Layanan Komunikasi Digital, Minat Nasabah, Mobile Banking BNI
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 44222120015 |
| Uncontrolled Keywords: | Layanan Komunikasi Digital, Minat Nasabah, Mobile Banking BNI |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan > 332.1 Banks/Bank, Perbankan |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 12 Mar 2026 06:32 |
| Last Modified: | 12 Mar 2026 06:32 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101578 |
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