The Effect of Customer Satisfaction, E-Word of Mouth, and Initial Trust on Livin's Mobile Banking Adoption Interest

This research aims to investigate the impact of positive Electronic Word of Mouth (eWOM) on the adoption of Mobile Banking. In this study, it was found that Argument Quality, Valence, and Customer Satisfaction have a positive influence on Initial Trust, which in turn affects the intention to adopt Mobile Banking. This study uses a descriptive research design approach with empirical data collected through an online survey of PT Bank X's customer respondents in East Jakarta. The collected data was subsequently analyzed using the Partial Least Square (PLS) analysis method with the aid of smartPLS 4.0 software. The results of this study, there is no positive impact from Consistency and Volume Review on Initial Trust. The findings of this study provide recommendations to banks to leverage positive eWOM to encourage customers to adopt Mobile Banking. These findings emphasize the importance of Customer Satisfaction in enhancing Initial Trust, which contributes to the usage of Mobile Banking applications and Customer Satisfaction


INTRODUCTION
Banks face competition in Industry 4.0 which encourages them to improve digital services.Banking offers several alternative channels such as ATMs, online banking and Mobile Banking to provide banking services (Shankar et al., 2020).Customers currently use online banking as a medium for transactions, information and transfer reports for banking services (Shankar & Jebarajakirthy, 2019).Previous research discussing eWOM focuses on the impact of customers' Initial Trust on Mobile Banking Adoption decisions (Shankar et al., 2020).In this context, introducing Mobile Banking to customers is very important so that they feel that banking services can be accessed through their physical bank and in their hands.The media used to share information is social media.The relationship between intuition and intention is one of the roles of sharing positive reviews about products and services through eWOM (Quelyu & Santoso, 2021) Previous research shows that factors such as eWOM, initial trust, and consumer engagement have a significant influence on Mobile Banking adoption.This research provides several bank recommendations on how to use positive eWOM to motivate consumers to adopt Mobile Banking (Shankar et al., 2020).Future research is expected to explore the positive impact of eWOM on banking adoption.In the future, the impact of eWOM on other customer behavioral outcomes, including consumer satisfaction can be analyzed (Shankar et al., 2020).
Mobile banking is a growing service delivery platform in the financial services industry, and positive eWOM triggers can play an important role in increasing the intention to adopt Mobile Banking (Shankar et al., 2020).Referring to Bank Indonesia data, the value of digital banking transactions increased 31.40 percent on an annual basis (year-on-year/yoy) to IDR 4,557.5 trillion in August 2022.The growth in digital banking transactions was felt by several banking industry players., one of which is PT Bank Mandiri (Persero) Tbk.This state-owned bank codenamed BMRI recorded transactions via the super app Livin' by Mandiri reaching 1 billion or up 62 percent yoy until August 2022.On average, the company executes up to 50,000 transactions per second (Khadafi, 2022).

RESULTS & DISCUSSION
The results of the analysis can be seen in the structural model to test the suitability of the model to the data.After knowing the results of the data analysis, it will then be interpreted and conclusions drawn from the interpretation.The application used by researchers is smartPLS 4.0 software as a supporting application for Structural Equation Model (SEM) analysis.SmartPLS 4.0 software will help researchers process data so that it becomes easier.The results of the analysis in this research are that all constructs or measuring instruments for each variable are valid.Then the Consistency variable is 0.473 below the Cronbach's Salpha criteria, this is understandable because there are variations in responses or differences in perception between respondents.
The overall model structure shows that of the 6 hypotheses, 4 hypotheses have a positive influence and 2 hypotheses have a negative influence.The following is a discussion of each research hypothesis test.Proving the hypothesis in this study shows that the t test statistical value of 1.036 is smaller than 1.96, which means that the relationship between positive eWOM Review Volume is not significant on Intial Trust.This finding is in accordance with research results (Shankar et al., 2020) that there is a negative and insignificant influence between Volume Review on initial trust.In line with research (Shankar et al., 2020).When consumers encounter many online reviews relating to any product or service, they tend to develop initial trust in that product or service.This proves that the large number of Volume Reviews on initial trusts does not play an important role in increasing the Adoption of Mobile Banking Livin' by Mandiri.

Customer Satisfaction on Intial Trust
The hypothesis in this research shows that the t test statistical value of 2,845 is greater than 1.96, which means that the relationship between Customer Satisfaction is significant and Intial Trust.These findings indicate that there is a positive and significant influence between Customer Satisfaction and Intial Trust.This finding is in accordance with research results that show a positive relationship between customer satisfaction and trust in the organization (Shankar et al., 2020) and (Van de Scheur, 2017).Consumer evaluations of purchased products can influence their product satisfaction, formed based on consumers' perceived performance of the purchased product (post-purchase experience) compared to their expectations of the product (pre-purchase attitude).In general, consumers are satisfied with a purchased product when they perceive the product's performance to meet or exceed their expectations.Valence's managerial implications have a big influence on Initial Trust.This needs to be paid attention to the features of the Livin application so that it can improve the consumer experience better.There is an important suggestion for service providers to pay attention to positive reviews that also highlight weaknesses, and use this feedback to make necessary evaluations and improvements.
The managerial implication of Customer Satisfaction is an effort to maintain Customer Satisfaction, so that Bank Mandiri can provide personnel training, so that employees can improve their knowledge, abilities and attitudes in handling every customer complaint.Bank Mandiri can also add a Customer Satisfaction survey to the Livin' by Mandiri Mobile Banking application in the form of a star which describes the level of customer satisfaction with the Livin' by Mandiri Mobile Banking application before the customer exits the application after completing the transaction. .Apart from adding a Customer Satisfaction survey, Bank Mandiri can also create an application rating assessment program to provide suggestions and constructive criticism on Bank Mandiri's official social media accounts as well as paying attention to input and input on official social media accounts to continue to update the latest developments and improvements.
In Review Volume there are suggestions to increase the number of reviews that provide a clear picture of the overall user experience, namely by holding a loyalty program where users can collect additional points or prizes by providing quality reviews.attention to input and input on official social media accounts to continue to update the latest developments and improvements.

Figure 1 .
Figure 1.Research Model Based on Table 1.1, Bank Mandiri is in third position with a bank that has 13 million customers as of June 2022.Gross transaction value reached IDR 508 trillion, an increase of 49% Yoy, with total downloads of 12 million and active users of 11 million at the end.March 2022.Bank Mandiri through the Livin' by Mandiri mobile application recorded a transaction value of IDR 1,716 trillion during the current year.Meanwhile, Livin' transaction volume reached 1.38 billion.When compared with the value of BCA m-banking transactions, it grew 39.1 percent compared to the end of September 2021 which reached IDR 2,850 trillion.This research uses a survey method by distributing questionnaires.The questionnaire contains information on respondents who use the Livin Mobile Banking Application 2.1.1 such as name, age, gender, employment status, and number of uses of the Livin Mobile Banking Application in one month.The object studied is the Livin Mobile Banking Application.This (Hair et al., 2017)2021)consumer engagements.These findings provide several contributions to the marketing communications literature, particularly eWOM research and ELM theory.Practically, this research provides several bank recommendations on how to use positive eWOM to motivate consumers to adopt Mobile Banking(Shankar et al., 2020)Researchers are interested in conducting research again by expanding or modifying and fulfilling the aspects suggested in previous research, by adding the Customer Satisfaction variable as an intervening variable.2.RESEARCH METHODSHypotheses proposed in previous research and extensions offered, this research seeks to answer the following research questions: 1.Does Argument Quality eWOM have a positive effect on Intial Trust? 2. Does eWOM Valence have a positive effect on Intial Trust? 3. Does eWOM Consistency have a positive effect on Intial Trust? 4. Does eWOM Review Volume have a positive effect on Initial Trust? 5. Does Customer Satisfaction influence Initial Trust?6.Does Initial Trust influence the intention to adopt Mobile Banking Livin' By Mandiri? research uses the Structural Equation Model (SEM) method with a target total research sample of at least 100 respondents in the age range of 17 to 41 years (Quelyu & Santoso, 2021) This research focuses on factors that influence the intention to use Livin' by Mandiri Mobile Banking, namely Argument Quality, Valence, Consistency, Review Volume, Initial Trust, and Customer Satisfaction.The convergent validity of the measurement model with the reflective indicator model is evaluated based on the correlation between the product score/component score and the score.construction is calculated with PLS.(Anuraga et al., 2017).A questionnaire can be said to be reliable or trustworthy if the respondent's answers to statements are consistent or stable over time(Ghozali & Latan, 2014).The basis for making discriminant validity decisions is that the cross-loading value of each indicator on a construct must be greater than the cross-loading value of indicators on other constructs(Hair et al., 2017).The survey data was then analyzed using the Partial Least Square method using smartPLS software 4.0.The Structural Equation Model (SEM) method targets a total research sample of at least 100 respondents in the age range of 17 to 41 years(Quelyu & Santoso, 2021).PLS-SEM prioritizes indicators according to their reliability during model estimation(Hair et al., 2017)

Argument Quality eWOM is positive on Intial Trust.
The results of this research show that there is a positive and significant influence between Argument Quality and Intial Trust.This finding is in accordance with research results(Shankar et al., 2020)which stated that if consumers find specific and complete reviews, they will feel more motivated to adopt Mobile Banking.This proves that Argument Quality plays an important role in increasing Initial Trust in the Adoption of Livin' by Mandiri Mobile Banking.Argument Quality has a big influence on customer Initial Trust because it has an average indicator value that is higher than the variable average value of 6.50.The indicator with the lowest value is QA2 "Is the information about Livin Mobile Banking on Instagram persuasive?" with an average value of 6.45, this means that in providing information about Livin Mobile Banking, apart from being accurate and complete, it is best to use persuasive language so that customers can trust the information.increasingLivin'byMandiri Mobile Banking Adoption.The findings are in line with research results(Shankar et al., 2020)namely that when customers see positive eWOM reviews with some counter-arguments (negative content) rather than just positive reviews, they tend to believe that the previous review is more credible.Positive eWOM valence also influences the intention to adopt banking.Consumers' perceived risk plays an important role in financial services adoption behavior.From the explanation above, it can be concluded that Valence eWOM can increase Intial Trust and play an important role in increasing Livin' by Mandiri Mobile Banking Adoption.Variable Valence has a big influence on customer Initial Trust because it has a higher average indicator value than the variable average value of 6.59.The indicator with the lowest value is V2 "Do Livin Mobile Banking reviews on Instagram only include positive comments?"with an average value of 6.49.Second with the lowest score is V4 "Do the positive reviews about Mobile Banking Livin on Instagram also highlight some of the weaknesses of Mobile Banking Livin?"This needs to be paid attention to in the Livin application features in order to improve the consumer experience better.There is an important suggestion for service providers to pay attention to positive reviews which also highlight weaknesses, and use this feedback to carry out necessary evaluations and improvements.Respondents do not really care about the consistency factor to evaluate the credibility of the online reviews they have read.If consumers provide inconsistent comments, they should try to find out the problem and resolve it immediately, this will increase the consistency of the reviews.Thus, it can be concluded that Consistency can reduce the initial level of customer trust in adopting Mobile Banking Livin' by Mandiri.
(Chakraborty & Bhat, 2018)eWOM Valence on Intial Trust.The hypothesis in this research shows that there is a positive and significant influence between positive eWOM Valence and Intial Trust.This proves that positive eWOM Valence towards Intial Trust plays an important role inThe positive influence of eWOM Consistency on Intial Trust.Based on hypothesis testing, it shows that the t test statistical value is 0.796, which is smaller than 1.96, which means that the relationship between positive eWOM Consistency is not significant on Intial Trust.This research shows that there is a negative and insignificant influence between eWOM Consistency and Intial Trust.This proves that the relationship between customer reviewers on Bank Mandiri's Instagram account plays an important role in increasing the initial trust received by other customers.This finding is not in accordance with the results of research(Shankar et al., 2020)but is in line with research(Luo et al., 2014)and(Chakraborty & Bhat, 2018), which states that the consistency variable is not given much attention if there are other variables.which is more influential.

influence of eWOM Review Volume is positive on Intial Trust.
Review volume has a lower average indicator value compared to the average value of the Valence variable, which is 6.67.The indicator with the lowest value is VR3 "Is the number of Livin Mobile Banking reviews on Instagram sufficient?" with an average value of 6.61, this means that there are incomplete reviews so that customers do not feel satisfied with the reviews circulating on online platforms.

Table 1 .
Consumer expectations can come from other consumer feedback such as eWOM.This proves that Customer Satisfaction plays an important role in increasing Initial Trust in the Adoption of Mobile Banking Livin' by MandiriInitial Trust in Mobile Banking Adoption IntentionThe results of hypothesis testing show that the t test statistical value is 13,646, which is greater than 1.96, which means that the results of the analysis show that there is a positive and significant influence between Initial Trust and Mobile Banking Adoption Intention.This finding is in accordance with research results(Shankar et al., 2020).The role of Initial Trust is also important in the context of mobile commerce due to customer concerns regarding the smaller screen size of mobile devices and network instability that can affect the functionality of mobile banking applications.This proves that Trust plays an important role in increasing Initial Trust in the Adoption of Livin' by Mandiri Mobile Banking.Based on the results of the validity test and reliability test analysis, the test results show that the values of all the variables tested have passed the required values where in the validity test all indicators show a standardized loading factor (SLF) ≥ 0.5 and it can be concluded that the variables studied are valid respectively.-each variable.In the reliability test, it can be seen that all indicators have an Average Variance Extended (AVE) value ≥ 0.5, while in Construct Reliability (CR) the ideal indicator value is ≥ 0.7.The variables Argument Quality, Valence, Review Volume, Customer Satisfaction, Initial Trust and Mobile Banking Adoption Intention have Cronbach's Salpha and Composite Reliability results that meet the criteria where the Cronbach'S Salpha and Composite Reliability results each have values above 0.7.Then the Consistency variable is 0.473 below the Cronbach's Salpha criteria, this is understandable because there are variations in responses or differences in perceptions between respondents.This shows that almost all of the variables studied are reliable.Validity and Reliability Test