Pengaruh Mobile Banking terhadap Kepuasan dan Loyalitas Nasabah Perbankan di Madura
Keywords:
Mobile Banking, Kepuasan Nasabah, Loyalitas Nasabah, Perbankan Digital, MaduraAbstract
The development of digital technology has encouraged the banking industry to continue innovating in providing fast, practical, and efficient services through mobile banking. The presence of mobile banking services provides convenience for customers in carrying out various financial transactions without having to visit bank offices directly. This study aims to analyze the effect of mobile banking on customer satisfaction and customer loyalty in Madura. The research used a quantitative method with a survey approach. Research data were obtained through questionnaires distributed to customers using mobile banking services in the Madura region. This study used a sample of 100 respondents selected using purposive sampling techniques. Data analysis was conducted using SPSS/SmartPLS applications through validity tests, reliability tests, and hypothesis testing. The results showed that mobile banking has a positive and significant effect on customer satisfaction. In addition, mobile banking also has a positive effect on customer loyalty. Customer satisfaction has been proven to increase customer loyalty toward banking services. Therefore, banks need to improve the quality of mobile banking services through feature development, enhanced transaction security, and easier service accessibility in order to maintain customer satisfaction and loyalty amid competition in the digital banking industry.
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