The Effect of Mobile Banking service Quality on Satisfaction and Its Impact on Customer Loyalty

Abstract

BRImo Service Quality can create customer satisfaction with the aim of creating loyal customers regarding BRImo users. This study aims to determine and analyze the direct and indirect effects of service quality and customer satisfaction on customer loyalty where customer satisfaction mediates service quality on customer loyalty among BRImo users. By using techniques nonprobability sampling used criteria in research sampling; obtained by 130 respondents using google forms (online). Structural Equation Modeling (SEM) analysis is used to test the measurement and structural models through Smart-PLS 3.0. The results of this study indicate that (1) Service Quality has a positive and significant effect on customer loyalty for BRImo users in Medan City, which is indicated by a coefficient value of 0.162 T-Statistic value = 1.999 > 1.96 with a significant P-value of 0.023 <0.05 (2) Service QualityMobile Banking on customer loyalty has a positive and significant effect through BRImo user Customer Satisfaction, as indicated by a coefficient value of 0.505 T-Statistic value = 8.327 > 1.96 with a significant P-value of 0.000 <0.05.