Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh Keamanan, Kenyamanan, dan Fitur Produk terhadap Intention to Stop Using Byond by BSI di Kalangan Generasi Z di Kota Banda Aceh, dengan Kepuasan Penggunaan sebagai Pemediasi. Latar belakang penelitian ini dilandasi oleh fenomena meningkatnya jumlah pengguna muda digital banking yang menunjukkan kecenderungan untuk berhenti menggunakan aplikasi karena berbagai faktor fungsional dan emosional. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 133 responden Gen Z yang merupakan pengguna aktif aplikasi Byond by BSI. Teknik analisis data dilakukan dengan metode Structural Equation Modeling (SEM) berbasis Partial Least Squares (SmartPLS). Hasil penelitian menunjukkan bahwa keamanan, kenyamanan, dan fitur produk memiliki pengaruh positif dan signifikan terhadap kepuasan penggunaan. Selanjutnya, kepuasan berpengaruh positif signifikan terhadap intention to stop using, serta memediasi hubungan antara ketiga variabel independen dengan niat berhenti menggunakan Byond by BSI. Temuan ini mengindikasikan bahwa kualitas keamanan, kenyamanan, serta fitur produk menjadi faktor penting bagi kepuasan pengguna dan mempengaruhi pengguna untuk berhenti menggunakan Byond by BSI.
Kata Kunci: Keamanan, Kenyamanan, Fitur Produk, Kepuasan Pengguna, Intention to Stop Using, Byond by BSI, Generasi Z.

This study aims to examine the influence of Security, Convenience, and Product Features on the Intention to Stop Using Byond by BSI among Generation Z in Banda Aceh, with User Satisfaction as a mediating variable. The background of this research is based on the growing trend of young digital banking users who show a tendency to discontinue using applications due to various functional and emotional factors. This study employs a quantitative approach using a survey method involving 133 Generation Z respondents who are active users of the Byond by BSI application. Data analysis was conducted using the Structural Equation Modeling (SEM) method based on Partial Least Squares (SmartPLS). The results indicate that security, convenience, and product features have a positive and significant effect on user satisfaction. Furthermore, user satisfaction has a positive and significant effect on the intention to stop using and also mediates the relationship between the three independent variables and the intention to stop using Byond by BSI. These findings suggest that the quality of security, convenience, and product features are important factors influencing user satisfaction and have an impact on users' decisions to discontinue using Byond by BSI. Keywords: Security, Convenience, Product Features, User Satisfaction, Intention to Stop Using, Byond by BSI, Generation Z