PENGARUH FINANCIAL TECHNOLOGY TERHADAP LOYALITAS ANGGOTA YANG DI MEDIASI OLEH KEPUASAN ANGGOTA: PENELITIAN PADA KOPERASI SIMPAN PINJAM DAN PEMBIAYAAN SYARIAH DI JAWA BARAT
DOI:
https://doi.org/10.15575/jb.v5i2.58908Keywords:
Financial Technology; Kepuasan Anggota; Loyalitas Anggota; Koperasi Simpan Pinjam dan Pembiayaan Syariah (KSPPS); Technology Acceptance Model; PLS-SEM.Abstract
Penelitian ini mengkaji pengaruh Financial Technology terhadap loyalitas anggota pada KSPPS di Jawa Barat, dengan kepuasan anggota sebagai mekanisme mediasi. Penelitian ini menggunakan desain kuantitatif eksplanatori dengan data survei dari 210 anggota koperasi aktif yang dipilih melalui purposive sampling. Data yang terkumpul dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Financial Technology berpengaruh positif dan signifikan secara statistik terhadap kepuasan anggota dan loyalitas anggota. Selain itu, kepuasan anggota juga berpengaruh positif terhadap loyalitas serta memediasi secara parsial hubungan antara Financial Technology dan loyalitas anggota. Secara keseluruhan, temuan penelitian menunjukkan bahwa transformasi digital memperkuat loyalitas anggota melalui dua jalur yang saling melengkapi, yaitu kemudahan nyata yang diberikan oleh layanan digital dan peningkatan pengalaman layanan yang menghasilkan kepuasan anggota yang lebih tinggi. Jalur mediasi ini memperluas penerapan Technology Acceptance Model (TAM) pada konteks yang masih kurang diteliti, yaitu koperasi syariah.
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