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Analysis the Influence of Price Perception BI Fast Feature on Price Acceptance Through Customer Satisfaction Bank X a) Graduate Finance and Banking Study Programe Abstract Real Time Online Transfer (RTO) 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 Rp. 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 from the increase in the number of daily BI-Fast transactions at Bank X, reaching 40 million transactions with a transaction value of more than Rp. 61 trillion. The cause is thought to come from customer satisfaction with the price offered. The data of this study were analyzed by structural equation modeling through AMOS. Primary data was obtained by distributing questionnaires to 288 respondents. The results show that BI Fast can convince customer that the transfer fee of Rp. 2,500 is very beneficial and fair in accordance with the expectations and features 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, then customers will not mind paying a fee to use the service. Keywords: Customer satisfaction, interbank transfer, price acceptance, price confidence, price fairness, price reliability , and price perceptions Topic: Finance |
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