Digital Transformation and Service Innovation Effects on Mobile Application Usage Through Customer Satisfaction at Prudential Syariah
DOI:
https://doi.org/10.35134/jbe.v11i3.337Keywords:
Digital Transformation, Service Innovation, Customer Satisfaction, Mobile Application Usage, Islamic Insurance.Abstract
This study aims to analyze the effect of digital transformation and service innovation on mobile application usage in Islamic insurance through customer satisfaction in Medan City. This research employed a quantitative approach using a survey method involving 100 Prudential Syariah customers selected through purposive sampling. Data were collected using questionnaires and analyzed using SPSS through validity, reliability, classical assumption tests, path analysis, t-test, coefficient of determination (R²), and Sobel test. The results indicate that digital transformation and service innovation have a positive and significant effect on customer satisfaction. Furthermore, digital transformation, service innovation, and customer satisfaction also have a positive and significant effect on mobile application usage. The Sobel test confirms that customer satisfaction mediates the relationship between digital transformation, service innovation, and mobile application usage. In conclusion, improving digital transformation and service innovation can enhance customer satisfaction and encourage sustainable use of mobile applications. Therefore, Islamic insurance companies are recommended to continuously develop innovative, secure, and user-friendly digital services to improve customer experience and loyalty.
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