Analysis of the Influence of Price Perception BI Fast Feature on Price Acceptance Through Customer Satisfaction Bank X

Restu Marietha  Laras; Tetty  Rimenda

Restu Marietha Laras Politeknik Negeri Jakarta
Tetty Rimenda Politeknik Negeri Jakarta

Keywords: Customer satisfaction, interbank transfer, price acceptance, price confidence, price fairness, price reliability, and price perception.

Abstract

Abstract— Real-Time Online (RTO) transfer is one of the services to send money quickly. Bank X offers this service with an administration fee of IDR 6,500 per transaction. However, since Bank Indonesia launched BI Fast as a transfer service program with an administrative fee of only IDR 2,500 per transaction, Bank X has participated in providing the BI Fast feature in its mobile banking application. The positive impact can be seen in the increase in the number of daily BI-Fast transactions at Bank X, reaching 40 million transactions with a transaction value of more than IDR 61 trillion. The cause is thought to come from customer satisfaction with the price offered. The data were analyzed by Structural Equation Modeling using AMOS. This study collected primary data by distributing questionnaires to 288 respondents. The results of this study show BI Fast can convince the customer thatthe transfer fee of IDR 2,500 is very beneficial and fair given the features and benefits received. These factors that encourage price confidence and price fairness on BI Fast can affect customer satisfaction. Meanwhile, price reliability does not have a significant effect on customer satisfaction because it should be given and is no longer a determinant of satisfaction. In addition, customer satisfaction has a significant effect on price acceptance. Customers who feel that choosing BI Fast as a transfer service is the right thing will not mind paying a fee to use the service.