Analysis of BRI UNAS Unit Customer Satisfaction in Using Brimo to Improve Service Quality (National University Student Study)

Abstract

This research adopts a qualitative approach to analyze the satisfaction of Bank Rakyat Indonesia (BRI) National University Unit (UNAS) customers in using BRImo digital banking services, with a focus on National University students. The research method involves observing students as the main data collection instrument. This research aims to gain in-depth insight into customer perceptions and experiences regarding the use of BRImo and to identify the factors that influence their satisfaction. The qualitative data collected was then analyzed using a descriptive approach, paying attention to general patterns and interesting findings that emerged from student responses. The research results show that factors such as ease of use, transaction speed, security, and availability of additional features have a significant impact on customer satisfaction. Apart from that, qualitative aspects such as interaction experiences with the application and perceptions of service quality also shape positive or negative views of BRImo