The Influence of Service Quality and Product Promotion Through Customer Satisfaction on Customer Loyalty of Bank Mandiri Mobile Banking Users in DKI Jakarta

Muhammad Khansapuri1*, & Teddy Oswari2
1,2Department of Management, Gunadarama University, Indonesia
DOI – http://doi.org/10.37502/IJSMR.2024.7201

Abstract

In this era of globalization, the use of technology and information is an inseparable part of daily activities. One sector that is also affected by developments in technology and information is the banking industry sector. Every national bank has used services that can facilitate electronic banking activities. Customers want convenience and speed in transactions as well as overall satisfaction with bank services. Therefore, currently, with the rapid role of information technology, it makes it easier for banking companies to improve their services to customers, one form of information technology utilization launched by banks is mobile banking. The aim of this research is the influence of service quality and product promotion through customer satisfaction on customer user loyalty mobile banking Bank Mandiri in DKI Jakarta.

This research uses primary data. Data was collected using a tested questionnaire validity and reliability and the questionnaire was distributed to 100 respondents, namely user customers mobile banking Bank Mandiri in DKI Jakarta. Samples were taken using purposive sampling technique. The analytical tool used in this research is Smart PLS version 3.2.9 with a data analysis method, namely convergent validity, discriminant validity, Average Variant Extracted (AVE), reliability test (composite reliability and Cronbach’s alpha), R-Square, Q-Square and Path coefficient.

The results of data analysis using path coefficient This research shows that service quality has a significant effect on customer satisfaction, service quality has a significant effect on customer loyalty, product promotion has no significant effect on customer satisfaction, product promotion has a significant effect on customer loyalty and customer satisfaction has a significant effect on customer loyalty.

Keywords: Service Quality, Product Promotion, Customer Satisfaction, Customer Loyalty

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