Advances in digital technology  Building Customer Loyalty through Trust and Satisfaction The Role of Service Quality and Product Value in the Digital Banking Era

Wahyudin Yahya; Andi  Mappatompo; Muchriana  Muchran

doi:10.71435/740409

Authors

Wahyudin Yahya Program Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Makassar
Andi Mappatompo Universitas Muhammadiyah Makassar
Muchriana Muchran Universitas Muhammadiyah Makassar

DOI:

https://doi.org/10.71435/740409

Keywords:

Digital Banking, E-Service Quality, E-Trust, E-Statisfaction, E-Loyalty

Abstract

This study aims to analyze the influence of e-service quality and product value on e-trust and e-satisfaction, and their effect on the e-loyalty of BRImo application users, both directly and through e-trust and e-satisfaction as mediating variables. A quantitative survey approach was used, involving 180 BRImo customers aged 18-35 years at the BRI Bantaeng Lamalaka Unit branch office. Data were analyzed using Structural Equation Modeling (SEM) with AMOS. The results show that e-service quality and product value have a positive and significant effect on e-trust and e-satisfaction, but no significant direct effect on e-loyalty. E-trust and e-satisfaction have a positive and significant effect on e-loyalty, and both act as significant mediators in the relationship between e-service quality and product value on e-loyalty. These findings confirm that customer loyalty in digital banking is built through indirect mechanisms, making the strengthening of trust and satisfaction a key strategy for improving BRImo customer loyalty.

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