The influence of convenience and trust on customer loyalty in the use of Bank Rakyat Indonesia m-banking, with satisfaction as an intervening variable
DOI:
https://doi.org/10.30871/jaba.11216Keywords:
Convenience, Trust, Satisfaction, Customer LoyaltyAbstract
This study aims to analyze the influence of convenience and trust on customer loyalty in using BRI Mobile Banking (BRImo) at BRI KCP Medan Setia Budi, with satisfaction as an intervening variable. This study used a quantitative survey approach. The sample consisted of 98 active BRI Mobile Banking users, and the analysis technique used was Structural Equation Modeling-Partial Least Squares (SEM-PLS). The findings indicate that convenience positively influences customer satisfaction and loyalty. Trust also has a significant influence on both satisfaction and loyalty. Customer satisfaction plays a dominant role in shaping BRI Mobile Banking user loyalty, where the higher the perceived satisfaction, the stronger the customer's loyalty to the BRImo application. Furthermore, the results demonstrate that satisfaction mediates the influence of convenience and trust on loyalty. This means that these two variables not only have a direct impact but also influence loyalty through increased customer satisfaction. Thus, satisfaction is an important mechanism linking convenience and trust to customer loyalty.
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