PENGARUH M-BANKING SERVICE QUALITY TERHADAP E-CUSTOMER LOYALTY YANG DIMEDIASI OLEH E-CUSTOMER SATISFACTION DAN E-TRUST (Studi Pada Nasabah BRI Prioritas di BRI Regional Office Padang)

ABDI AZIZUL HAKIM, ABDI (2026) PENGARUH M-BANKING SERVICE QUALITY TERHADAP E-CUSTOMER LOYALTY YANG DIMEDIASI OLEH E-CUSTOMER SATISFACTION DAN E-TRUST (Studi Pada Nasabah BRI Prioritas di BRI Regional Office Padang). S2 thesis, Universitas Andalas.

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Abstract

Pengaruh M-Banking Service Quality Terhadap E-Customer Loyalty yang Dimediasi Oleh E-Customer Satisfaction Dan E-Trust (Studi Pada Nasabah BRI Prioritas di BRI Regional Office Padang) Tesis oleh Abdi Azizul Hakim Pembimbing 1 : Prof. Dr. Ratni Prima Lita, S.E., M.M Pembimbing 2 : Dr. Syafrizal S.E., M.E ABSTRAK Penelitian ini dilatarbelakangi oleh pentingnya peran M-Banking Service Quality dalam membentuk E-Customer Loyalty dengan mediasi E-Customer Satisfaction dan E-Trust dalam jangka panjang khususnya pada nasabah BRI Prioritas Regional Padang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner kepada 110 responden yang disebarkan kepada nasabah prioritas BRI Regional Padang dan aktif menggunakan aplikasi BRImo. Teknik analisis data yang digunakan adalah Structural Equation Modeling berbasis Partial Least Square (SEM-PLS), yang memungkinkan pengujian hubungan kausal antar variabel secara simultan. Hasil penelitian menunjukkan bahwa M-banking Service Quality berpengaruh positif dan signifikan terhadap E-Customer Satisfaction dan E-Trust. Sedangkan M-Banking Service Quality berpengaruh negatif dan tidak signifikan terhadap E-Customer Loyalty dan E-Trust berpengaruh negatif terhadap E-Customer Loyalty. Selanjutnya, E-Customer Satisfaction dan E-Trust terbukti berpengaruh positif dan signifikan terhadap E-Customer Loyalty. Hasil pengujian mediasi menunjukkan bahwa E-Customer Satisfaction dan E-Trust berperan sebagai mediator parsial dalam hubungan antara M-banking Service Quality dan E-Customer Loyalty. Temuan ini mengindikasikan bahwa kualitas layanan m-banking yang baik tidak secara otomatis menciptakan loyalitas tanpa didukung oleh tingkat kepuasan dan kepercayaan nasabah. Kesimpulan penelitian ini bahwa dalam membangun loyalitas nasabah BRI Prioritas dibutuhkan ekosistem digital yang komprehensif dan menurunkan tingkat sensitifitas dengan menciptakan keterikatan emosional dari petugas (Relationship Manager/RM) secara konsisten. Kata Kunci : M-Banking Service Quality, nasabah BRI Prioritas, E-Customer Loyalty, Ekosistem Digital. The Impact of M-Banking Service Quality on E-Customer Loyalty Mediated by E-Customer Satisfaction and E-Trust (A Study of BRI Prioritas Customers at BRI Regional Office Padang) Thesis by Abdi Azizul Hakim Supervisor 1 : Prof. Dr. Ratni Prima Lita, S.E., M.M Supervisor 2 : Dr. Syafrizal S.E., M.E ABSTRACT This research is driven by the critical role of M-Banking Service Quality in fostering long-term E-Customer Loyalty, mediated by E-Customer Satisfaction and E-Trust, specifically among BRI Prioritas customers in the Padang Region. This study adopts a quantitative approach using survey methods. Data were collected via questionnaires from 110 respondents, consisting of BRI Regional Padang priority customers who actively use the BRImo application. The data analysis technique employed is Structural Equation Modeling-Partial Least Square (SEM-PLS), allowing for simultaneous testing of causal relationships between variables. The results indicate that M-Banking Service Quality has a positive and significant effect on E-Customer Satisfaction and E-Trust. However, M-Banking Service Quality was found to have a negative and non-significant effect on E-Customer Loyalty, and E-Trust also showed a negative effect on E-Customer Loyalty. Furthermore, E-Customer Satisfaction and E-Trust are proven to have a positive and significant influence on E-Customer Loyalty. Mediation testing reveals that E-Customer Satisfaction and E-Trust serve as partial mediators in the relationship between M-Banking Service Quality and E-Customer Loyalty. These findings suggest that high-quality m-banking services do not automatically generate loyalty without the support of customer satisfaction and trust. This study concludes that building loyalty among BRI Prioritas customers requires a comprehensive digital ecosystem and a reduction in sensitivity levels by consistently creating emotional engagement through Relationship Managers (RM). Keywords: M-Banking Service Quality, E-Customer Satisfaction, E-Trust, E-Customer Loyalty, BRImo.

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