Trust dan User Experience dalam Membentuk Loyalitas Pengguna Aplikasi Keuangan Digital Studi Kualitatif di Indonesia
DOI:
https://doi.org/10.63200/jebmass.v4i2.243Keywords:
trust, user experience, loyalitas pengguna, aplikasi keuangan digital,Abstract
Penelitian ini bertujuan untuk mengeksplorasi secara mendalam bagaimana trust (kepercayaan) dan user experience (pengalaman pengguna) membentuk loyalitas pengguna aplikasi keuangan digital di Indonesia. Melalui pendekatan kualitatif dengan metode studi kasus eksploratif, penelitian ini melibatkan 15 partisipan pengguna aktif yang dipilih secara purposive. Data dikumpulkan melalui wawancara mendalam, observasi partisipatif, dan studi dokumen, kemudian dianalisis menggunakan analisis tematik (thematic analysis).Temuan penelitian mengungkap bahwa kepercayaan pengguna tidak hanya bergantung pada fitur keamanan teknis, tetapi terutama dibangun melalui akumulasi pengalaman positif yang konsisten, respons layanan yang solutif, dan rekomendasi dari jaringan sosial. Sementara itu, pengalaman pengguna dipahami tidak hanya sebagai kemudahan dan kegunaan fungsional, melainkan juga sebagai bagian dari identitas digital dan gaya hidup pengguna. Loyalitas dalam konteks digital bersifat kondisional, dinamis, dan sarat makna, yang terbentuk melalui interaksi sirkular antara kepercayaan dan pengalaman pengguna.Implikasi penelitian ini menekankan pentingnya pendekatan yang lebih holistik dan manusiawi dalam merancang layanan keuangan digital. Penyedia layanan disarankan untuk tidak hanya fokus pada aspek teknis dan keamanan, tetapi juga membangun transparansi, keterlibatan emosional, dan koneksi komunitas guna menumbuhkan loyalitas yang berkelanjutan dalam konteks sosio-kultural Indonesia.
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