Pengaruh Kualitas Pelayanan Mobile Banking Terhadap Loyalitas Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Pada Nasabah BRI
DOI:
https://doi.org/10.33751/jmp.v14i02.272Keywords:
uality of service; loyalty; customer satisfactionAbstract
The Effect of Mobile Banking Service Quality on Loyalty with Customer Satisfaction as an Intervening Variable in BRI Customers
The banking sector faces stiff competition, which encourages government and private banks to develop creativity and innovation to attract customers through improved service and performance. This study aims to analyze the influence of the quality of mobile banking services on loyalty through customer satisfaction. Data was collected through a questionnaire from 110 BRI customers who use BRImo mobile banking services who are domiciled or active in Jakarta. The data was analyzed using Smart Partial Least Square (SmartPLS) 4.0. The research examined four key relationships. The results show that (1) the quality of mobile banking services has a direct and significant effect on customer satisfaction; (2) the quality of mobile banking services has a direct and significant effect on loyalty; (3) customer satisfaction has a direct and significant effect on loyalty; and (4) the quality of mobile banking services has a significant effect on loyalty through customer satisfaction mediation. These findings suggest that good service quality can improve customer satisfaction and, ultimately, customer loyalty.
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