PENGARUH EFEKTIVITAS FITUR OPERATING ACCOUNT BNIDIRECT TERHADAP LOYALITAS NASABAH, DAN KEPUTUSAN PENGGUNAAN REKENING OPERASIONAL PERUSAHAAN DI BNI

Abstract

Digital transformation in banking has encouraged banks to provide cash-management services capable of supporting corporate transactions in a fast, secure, and integrated manner. This study examines the effects of the effectiveness of four BNIDirect Operating Account features—Transfer, Bill Payment, Tax Payment, and Payroll—on Corporate Customer Loyalty and the Decision to Use BNI as the company’s Operating Account, while testing the mediating role of loyalty. A quantitative survey was conducted involving 150 corporate BNIDirect users within BNI Regional Office 14 Jakarta BSD selected through purposive sampling. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. The results show that Transfer effectiveness (β=0.407; p<0.001), Tax Payment effectiveness (β=0.313; p<0.001), and Payroll effectiveness (β=0.212; p=0.001) have positive and significant effects on loyalty, while Bill Payment is not significant. None of the four features has a significant direct effect on the Operating Account decision. Corporate customer loyalty has a positive and dominant effect on the usage decision (β=0.617; p<0.001; f²=0.459). Loyalty fully mediates the effects of Transfer, Tax Payment, and Payroll on the usage decision, whereas no mediation is found for Bill Payment. These findings indicate that the effectiveness of digital corporate banking services influences the Operating Account decision primarily through the formation of customer loyalty rather than through direct feature effects. Managerially, the results highlight the importance of improving service experience, strengthening relationship management, and prioritizing features that demonstrably build corporate customer loyalty.