PENGARUH KUALITAS LAYANAN, KEMUDAHAN, DAN KENYAMANAN
TERHADAP LOYALITAS DENGAN KEPUASAN PENGGUNA SEBAGAI VARIABEL
MEDIASI
(Studi Pada Para Pengguna Aplikasi BNI Mobile Banking di Kota Semarang)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Wijayanti, Asih
Subject
HB Economic Theory
Datestamp
2024-03-19 04:49:40
Abstract :
This study examines how service quality, ease of use, and convenience influence satisfaction, with customer loyalty as a mediator, in the context of BNI Mobile Banking usage in Semarang City. Using a quantitative approach, the research targets BNI Mobile Banking users in Semarang City and nearby areas with a sample of 100 respondents selected through Purposive Sampling. Findings indicate that users tend to experience positive effects from satisfaction and service quality. While service quality positively contributes to loyalty, the impact is not significant. Ease of use has a positive impact on loyalty but does not significantly affect satisfaction. Comfort in using the application has a positive, albeit insignificant, effect on satisfaction and loyalty. Customer satisfaction mediates the relationship between service quality and loyalty but does not mediate between ease of use and comfort with customer loyalty.
This study examines how service quality, ease of use, and convenience influence satisfaction, with customer loyalty as a mediator, in the context of BNI Mobile Banking usage in Semarang City. Using a quantitative approach, the research targets BNI Mobile Banking users in Semarang City and nearby areas with a sample of 100 respondents selected through Purposive Sampling. Findings indicate that users tend to experience positive effects from satisfaction and service quality. While service quality positively contributes to loyalty, the impact is not significant. Ease of use has a positive impact on loyalty but does not significantly affect satisfaction. Comfort in using the application has a positive, albeit insignificant, effect on satisfaction and loyalty. Customer satisfaction mediates the relationship between service quality and loyalty but does not mediate between ease of use and comfort with customer loyalty.
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