Health, Technology, Consumer Behavior
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It is indicated that the ease of using the app and the benefits derived from it are crucial for enhancing BRImo users’ satisfaction and could also serve as a basis for Bank BRI to improve the quality of its digital services.
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Advances in digital technology have led people to increasingly use mobile banking services, one of which is the BRImo app from Bank BRI. This study aims to examine how perceptions of ease of use and perceived benefits influence customer satisfaction among BRImo users, specifically among students in the 2025 cohort of the Management Program at the State University of Medan. This study employs a quantitative descriptive method. Data was collected via a questionnaire created in Google Forms and subsequently analyzed using IBM SPSS. The analysis process included validity and reliability testing, normality testing, simple linear regression, t-tests, F-tests, and the calculation of the coefficient of determination. The study indicates that perceptions of ease of use and perceived benefits have a positive and significant influence on customer satisfaction. The easier the app is to use and the more benefits users perceive, the higher their satisfaction will be. This study indicates that the ease of using the app and the benefits derived from it are crucial for enhancing BRImo users’ satisfaction. This finding could also serve as a basis for Bank BRI to improve the quality of its digital services.
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@article{Shafina2026Pengaruh,
title = {Pengaruh Persepsi Kemudahan dan Manfaat BRImo terhadap Kepuasan Nasabah Bank BRI pada Mahasiswa Program Studi Manajemen Angkatan 2025 Universitas Negeri Medan},
author = {Nazwa Shafina and Salsabila Mawaddah Damanik and Elga Gresia Br Surbakti and Samuel Restu Sinaga and Lionanda Maretcha Marpaung and Anabel Yocelyn Ariella Sianturi and Nurul Wardani Lubis},
journal = {Digital Bisnis Jurnal Publikasi Ilmu Manajemen dan E-Commerce},
year = {2026},
doi = {10.30640/digital.v5i2.6585},
url = {https://doi.org/10.30640/digital.v5i2.6585}
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