PENGARUH E-SERVICE QUALITY DAN E-TRUST TERHADAP E-LOYALTY DENGAN MEDIASI E-SATISFACTION PADA NASABAH BTN MOBILE DI KOTA KENDARI

Abstrak

This study examines the effects of e-service quality and e-trust on e-loyalty, with e-satisfaction as a mediating variable, among users of the BTN Mobile banking application in Kendari City. Questionnaires were collected from 120 customers selected by convenience sampling and analyzed with partial least squares structural equation modeling (PLS-SEM). E-service quality (0.304) and e-trust (0.505) raise e-satisfaction significantly. E-trust (0.315) and e-satisfaction (0.401) raise e-loyalty significantly, whereas the direct effect of e-service quality on e-loyalty is positive but insignificant (0.119). E-satisfaction fully mediates the effect of e-service quality (indirect effect 0.122) and partially mediates the effect of e-trust (0.203), although an approximate Sobel test supports the former only weakly. The model explains 62.0% of the variance in e-satisfaction and 60.9% in e-loyalty. The bank is advised to improve system availability and the app's ability to process transactions quickly, because loyalty is built mainly through trust and satisfaction.

Kata kunci

• E-Loyalty
• E-Satisfaction
• E-Service Quality
• e-trust