PENGARUH E-CUSTOMER RELATIONSHIP MANAGEMENT,E-SERVICE QUALITY DAN ONLINE VALUE CO CREATION TERHADAP CONTINUANCE USE INTENTION: SURVEY PADA PENGGUNA WONDR

RITA FATMALA SARI, RITA (2025) PENGARUH E-CUSTOMER RELATIONSHIP MANAGEMENT,E-SERVICE QUALITY DAN ONLINE VALUE CO CREATION TERHADAP CONTINUANCE USE INTENTION: SURVEY PADA PENGGUNA WONDR. S2 thesis, Universitas Andalas.

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Abstract

PengaruhE-Customer Relationship Management, E-Service Qualitydan Online Value Co-Creation Terhadap Continuance Use Intention. Rita Fatmala Sari, S.E1,Dr. Syafrizal, S.E., M.E2, Dessy Kurnia Sari S.E.,M.Buss,Ph.D.3 MagisterManajemen,FakultasEkonomi&Bisnis,UniversitasAndalas1,2,3 rfritafatmala@gmail.com1, ajosyafrizal@gmail.com2, dessysari55@gmail.com3 ABSTRAK Perkembangan teknologi digital telah mendorong sektor perbankan untuk berinovasi dalam layanan digital. Aplikasi Wondrsebagai bagian dari transformasi digital. Aplikasi ini memiliki berbagai fitur unggulan serta tantangan dalam mempertahankan pengguna untuk terus menggunakannya (continuance use intention). Penelitian ini bertujuan untuk menganalisis pengaruh E-Customer Relationship Management (E-CRM), E-Service Quality (E-SERVQUAL), dan Online Value Co-Creation terhadap Continuance Use Intention pengguna Wondr. Penelitian ini menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling - Partial Least Square (SEM-PLS). Data dikumpulkan dari 382 responden yang merupakan pengguna Wondr dengan teknik probability sampling. Hasil penelitian menunjukkan bahwa E-CRM dan E-SERVQUAL berpengaruh positif dan signifikan terhadap Continuance Use Intention. Selain itu, Online Value Co-Creation yang mencakup electronic word-of-mouth (e-WOM) dan helping behavior juga berkontribusi secara positif terhadap niat keberlanjutan pengguna. Implikasi penelitian ini memberikan wawasan bagi perusahaan dalam meningkatkan strategi digital banking untuk mempertahankan loyalitas pengguna Wondr. KataKunci:E-Customer Relationship Management, E-Service Quality, Online Value Co-Creation, Continuance Use Intention. viii The Influence of E-Customer Relationship Management, E-Service Quality, and Online Value Co-Creation on Continuance Use Intention. Rita Fatmala Sari, S.E1,Dr. Syafrizal, S.E., M.E2, Dessy Kurnia Sari S.E.,M.Buss,Ph.D.3 Master of Management, Faculty of Economics & Business, Universitas Andalas1,2,3 rfritafatmala@gmail.com1, ajosyafrizal@gmail.com2, dessysari55@gmail.com3 ABSTRACT The rapid development of digital technology has encouraged the banking sector to innovate in digital services. Wondr is an application launched as part of digital transformation. This application offers various advanced features and challenges in retaining users for continuous usage (continuance use intention). This study aims to analyze the influence of E-Customer Relationship Management (E-CRM), E-Service Quality (E-SERVQUAL), and Online Value Co-Creation on the Continuance Use Intention of Wondr users. This research employs a quantitative method with a Structural Equation Modeling - Partial Least Square (SEM-PLS) approach. Data was collected from 382 respondents who are Wondr users using a probability sampling technique. The results indicate that E-CRM and E-SERVQUAL have a positive and significant impact on Continuance Use Intention. Additionally, Online Value Co-Creation, which includes electronic word-of-mouth (e-WOM) and helping behavior, also contributes positively to users' sustainable intention. The implications of this study provide insights for companies to enhance digital banking strategies to maintain user loyalty for Wondr. Keyword:E-Customer Relationship Management, E-Service Quality, Online Value Co-Creation, Continuance Use Intention.

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