Analysis of Social Behaviour, Quality of Electronic Services on Customer Decisions Mediated by Customer Trust Bank BJB

Abstract

Digital banking transformation demands improved service quality as well as an understanding of customer social behaviour in shaping financial decisions. This study aims to analyse the influence of social behaviour and e-service quality on BJB Bank customer decisions in Medan City, with customer trust as a mediating variable. This research uses a quantitative approach with a survey method of 150 priority customers of BJB Bank selected through purposive sampling technique. The analysis technique used is path analysis. The results concluded that there was no positive and significant effect of Social behaviour variables on customer decision sig value> 0.05, namely 0.071, while the E-Service Quality variable had a significant effect on customer decision with sig value <0.05. Social behaviour variables have a significant influence on customer trust with a sig value. 0.000, while E-Service does not have a significant influence on customer trust where the sig value> 0.05. Next, the customer trust variable has no influence on customer decisions with a sig value> 0.05. For the indirect effect, the customer trust variable is able to mediate social behaviour and e-service on customer decisions with a sig value <0.05. The findings make a theoretical contribution to the development of digital banking consumer behaviour models and offer practical implications for Bank BJB management in designing digital service strategies oriented towards trust and social relationships.