Pengaruh Design Aesthetics, Seamless Experience, dan Komunitas Digital In-App Terhadap Positive Word-Of-Mouth Mobile Banking Pada Generasi Z

The Influence of Design Aesthetics, Seamless Experience, and In-App Digital Community on Positive Word-of-Mouth Mobile Banking in Generation Z

Penulis

  • Ikmal Muhammad Ridho Universitas Perjuangan
  • Ananda Nurul Solihah Universitas Perjuangan
  • Depy Muhamad Pauzy Universitas Perjuangan
  • Hana Rosidah Universitas Perjuangan
  • Allya Mustika Sari Universitas Perjuangan

DOI:

https://doi.org/10.19166/imj.v6i2.10469

Kata Kunci:

Design Aesthetics, Seamless Experience, In-App Digital Community, Positive Word-Of-Mouth, [Estetika Desain, Pengalaman Tanpa Hambatan, Komunitas Digital Dalam Aplikasi, Word-of-Mouth Positif]

Abstrak

Amid the increasingly intense competition in the digital banking industry, gaining the loyalty and advocacy of Generation Z has become a major challenge. This generation not only perceives mobile banking as a transactional tool but also as an integral part of their digital ecosystem. This study aims to empirically examine and analyze the influence of Design Aesthetics (representing visual branding), Seamless Experience (measured through ease of use and integration with other platforms such as e-wallets and e-commerce), and In-App Digital Community (social and gamification features) on positive Word-of-Mouth (WOM) among Generation Z mobile banking users in Indonesia. The research employed a quantitative approach by distributing online questionnaires to respondents who met the specified criteria. Data were analyzed using the Structural Equation Modeling (SEM) approach. The findings indicate that Design Aesthetics and Seamless Experience have a positive and significant partial effect on positive WOM. Furthermore, the In-App Digital Community variable was also found to have a positive and significant effect, suggesting that social interaction elements within the application provide substantial added value. Simultaneously, these three variables collectively contribute significantly to the enhancement of positive WOM. The practical implications of this study suggest that mobile banking providers should go beyond functional excellence by investing in user interface and user experience (UI/UX) design, ecosystem interoperability, and the development of community-based features in order to create loyal brand advocates among the younger generation.

Abstrak Bahasa Indonesia: Di tengah persaingan industri perbankan digital yang semakin ketat, memenangkan loyalitas dan advokasi dari Generasi Z menjadi tantangan utama. Generasi ini tidak hanya melihat mobile banking sebagai alat transaksional, tetapi juga sebagai bagian dari ekosistem digital mereka. Penelitian ini bertujuan untuk menguji dan menganalisis secara empiris pengaruh variabel Estetika Desain (yang mencerminkan visual branding), Seamless Experience (yang diukur melalui kemudahan penggunaan dan integrasi ke platform lain seperti e-wallet dan e-commerce), dan Komunitas Digital In-App (fitur sosial dan gamifikasi) terhadap Word-of-Mouth (WOM) positif pada pengguna mobile banking dari kalangan Gen Z di Indonesia. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan penyebaran kuesioner secara daring kepada sampel responden yang memenuhi kriteria. Teknik analisis data menggunakan model Structural Equation Modeling. Hasil studi menunjukkan bahwa variabel Estetika Desain dan Seamless Experience memiliki pengaruh positif dan signifikan secara parsial terhadap WOM positif. Selain itu, variabel Komunitas Digital In-App juga terbukti memiliki pengaruh positif yang signifikan, menandakan bahwa elemen interaksi sosial di dalam aplikasi menjadi nilai tambah yang kuat. Secara simultan, ketiga variabel tersebut secara bersama-sama memberikan kontribusi signifikan dalam mendorong WOM positif. Implikasi praktis dari temuan ini adalah bahwa penyedia layanan mobile banking harus melampaui keunggulan fungsional dan mulai berinvestasi pada desain antarmuka (UI/UX), interoperabilitas ekosistem, dan pembangunan fitur komunitas untuk menciptakan promotor merek yang loyal di kalangan generasi muda.

Referensi

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Unduhan

Diterbitkan

2026-09-28

Terbitan

Vol. 6, No. 2, September 2026

Bagian

Articles

Lisensi

Hak Cipta (c) 2026 Ikmal Muhammad Ridho, Ananda Nurul Solihah, Depy Muhamad Pauzy, Hana Rosidah, Allya Mustika Sari

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