Pengaruh System Quality terhadap Switching Intention melalui User Satisfaction pada Ajaib Sekuritas

Afwa Hamzah Al Rasyid; Btari Mariska Purwaamijaya; Nugraha Adhi Pratama

doi:10.31004/riggs.v5i2.12361

Authors

Afwa Hamzah Al Rasyid Universitas Pendidikan Indonesia
Btari Mariska Purwaamijaya Universitas Pendidikan Indonesia
Nugraha Adhi Pratama Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.31004/riggs.v5i2.12361

Keywords:

System Quality, User Satisfaction, Switching Intention, PLS-SEM, Aplikasi Investasi Digital

Abstract

Pertumbuhan investor saham di Indonesia yang pesat tidak diikuti oleh kinerja seluruh platform investasi digital secara merata. Ajaib Sekuritas mengalami penurunan frekuensi transaksi seiring munculnya keluhan gangguan teknis, sementara kompetitornya, Stockbit, tumbuh pesat. Penelitian ini bertujuan menganalisis pengaruh System Quality terhadap Switching Intention dengan User Satisfaction sebagai variabel mediasi pada pengguna aplikasi Ajaib Sekuritas. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan metode survei terhadap 93 pengguna aktif Ajaib Sekuritas yang dipilih melalui purposive sampling, dan data dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa System Quality berpengaruh positif dan signifikan terhadap User Satisfaction, dan User Satisfaction berpengaruh negatif dan signifikan terhadap Switching Intention. Sebaliknya, System Quality tidak berpengaruh langsung secara signifikan terhadap Switching Intention, namun berpengaruh signifikan melalui mediasi penuh (full mediation) User Satisfaction. Temuan ini mengindikasikan bahwa gangguan pada System Quality tidak serta-merta mendorong nasabah berpindah aplikasi, melainkan terlebih dahulu mengikis kepuasan pengguna sebelum niat berpindah benar-benar terbentuk. Hasil ini menegaskan bahwa perbaikan stabilitas dan kecepatan sistem menjadi kunci utama untuk mempertahankan kepuasan nasabah dan mencegah migrasi ke aplikasi sekuritas kompetitor.

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