Abstract
Bank Rakyat Indonesia, a government-owned bank, has launched BRImo (BRI mobile) as a digital mobile transaction service. A study was conducted to analyze customer satisfaction with the BRImo app in Lubuk Pakam, due to differences in the number of customers versus the number of BRI Mobile Banking users. A survey was conducted using a User Experience Questionnaire, with 400 respondents completing an online questionnaire via Google Forms. The evaluation results showed that the attractiveness aspect received an above-average evaluation value of 1,270, clarity received an above-average evaluation value of 1,552, efficiency was evaluated as good with a value of 1,509, accuracy received an above-average evaluation value of 1,229, and stimulation received an above-average evaluation value of 1,194. However, the novelty aspect received a below-average evaluation value of 0.320 and needs improvement. To improve this aspect, the application should be updated regularly to avoid monotony, with updates to the appearance or features of the application. Based on follow-up interviews, customers expect BRImo to add a live chat feature with customer service and a mutation download feature.
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