PERAN KEPUASAN NASABAH BANK BRI DALAM MEMEDIASI PENGARUH KUALITAS PELAYANAN MOBILE BANKING TERHADAP LOYALITAS

Abstract

This study aims to find out the effect of Mobile Banking Service Quality on Loyalty mediated by Customer Satisfaction as the main objective of the research. The research approach uses a quantitative method and primary data collection through distributing questionnaires using purposive sampling on 96 BRI Bank customers who were made respondents. The analysis method uses causality and descriptive statistics through SPSS, and the Sobel test is used to test the mediation variable. The questionnaire results have been tested for validity and reliability, as well as classical assumptions in the form of Normality, Multicollinearity and Heteroscedasticity assumptions. The data analysis method uses multiple regression techniques with path analysis and the Sobel test. Based on the path analysis and Sobel test, the results show that all hypotheses are accepted. The first hypothesis is accepted because Mobile Banking Service Quality has a positive and significant effect on satisfaction. The second and third hypotheses are accepted because mobile banking service quality and satisfaction have a positive and significant partial effect on customer loyalty. Finally, the fourth hypothesis is also accepted because Mobile Banking Service Quality has a positive and significant effect on customer loyalty with satisfaction as an intervening variable. Based on the path analysis and Sobel test, the results show that all hypotheses are accepted. The first hypothesis is accepted because Mobile Banking Service Quality has a positive and significant effect on satisfaction. The second and third hypotheses are accepted because mobile banking service quality and satisfaction have a positive and significant partial effect on customer loyalty. Finally, the fourth hypothesis is also accepted because Mobile Banking Service Quality has a positive and significant effect on customer loyalty with satisfaction as an intervening variable