PENGARUH E-SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION, TRUST, CUSTOMER LOYALTY DAN BRAND EQUITY PENGGUNA LAYANAN MOBILE BANKING
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh E-Service Quality terhadap pengguna layanan mobile banking. Penelitian ini dilakukan sebagai studi konfirmatif mengenai analisis hubungan antara customer satisfaction, trust, customer loyalty dan brand equity melalui pengembangan model kausal dan pembuktian secara empiris menggunakan pemodelan persamaan struktural atau disebut juga Structural Equation Modeling (SEM). Hasil penelitian menunjukkan adanya konsistensi hubungan di setiap hipotesis, dari tujuh hipotesis terdapat enam hipotesis yang berpengaruh positif dan signifikan terhadap pengguna layanan mobile banking. Diketahui juga bahwa Customer satisfaction tidak berpengaruh dan tidak signifikan terhadap customer loyalty pengguna layanan mobile banking
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DOI: https://doi.org/10.33758/mbi.v15i3.882
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