INFLUENCE OF VISUAL APPEARANCE OF BANK BNP WEBSITE ON A VISITOR’S TRUST

• Main Author: Agustianto, Merdy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/36798
• Institution: Institut Teknologi Bandung

In the financial service industry, including banking, trust is the most influential factor for making decisions in choosing a company to cooperate with. Trust also becomes significant in relation to the use of the internet, specifically websites. Through the visual appearances of a website, a visitor will form either positive or negative perceptions of the website. When positive perceptions are formed, a visitor will not hesitate to take action, such as sharing personal data or making transactions with the website service providers, especially when the websites are not or less known. This research was conducted to determine the influence of visual appearances of Bank BNP website on visitor trust using VisAWI measuring instruments (website simplicity, website diversity, website colorfulness, and website craftsmanship). The method used in this study is a sequential explanatory mixed method, a type of mixed method that collects and analyses quantitative data followed by qualitative data to help explain and elaborate the results of quantitative processes in one research process. The quantitative data in this study were collected through a survey using a questionnaire tool distributed to 135 respondents who were 23-38 years old, while the qualitative data were collected through structured interviews. The results of the quantitative data analysis showed that the visual appearances of the website had an effect of 42.1% on visitors' trust. Furthermore, the visual appearances will also form visitors’ perceptions of bank performance in the real world. From the results of the study, it can be concluded that compared to other elements, it is only website craftsmanship that has a positive and significant influence on visitors’ trust. Craftsmanship will also determine whether or not a website looks interesting by integrating all elements of the website.