Effects of Product Accessibility and Security on BYOND BSI Perceived Value via Brand Innovation
DOI:
https://doi.org/10.61579/sagita.v4i3.960Keywords:
Product Accessibility, Product Security, Brand Innovation, Perceived ValueAbstract
This study examines associations between Product Accessibility, Product Security, and Perceived Value among users of BYOND by Bank Syariah Indonesia (BSI) in Banda Aceh, with Brand Innovation as a proposed mediator. A purposively selected sample of 114 users completed a five-point questionnaire comprising 19 indicators. The reported data were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 3.0. Product Accessibility was positively associated with Perceived Value and Brand Innovation. Product Security was positively associated with Brand Innovation, but its direct association with Perceived Value was not significant. Brand Innovation was positively associated with Perceived Value and significantly mediated both the accessibility–value and security–value relationships. The findings indicate complementary mediation for accessibility and indirect-only mediation for security. The study extends the examination of digital-banking value formation by differentiating functional app attributes from perceived brand innovativeness in the context of an Islamic banking superapp.
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