Analyzing the Impact of Ease of Use and Hedonic Value on Customer Loyalty in Digital Banking: The Mediating Role of Satisfaction in Livin by Mandiri
DOI:
https://doi.org/10.1229/tecempresarialjournal.v19i2.493Keywords:
Ease of Use, Hedonic Value, Customer Satisfaction, Customer Loyalty.Abstract
Currently, almost all banking services use digital banking technology to enable smooth transactions and take advantage of technological developments. Digital banking continues to grow and access to transactions is increasingly sophisticated through the use of application media, namely mobile banking or commonly called m-banking. Mobile banking is a wireless banking transaction service recommended by banks that uses smart phone technology to support the smooth and easy operation of banking. The background of this research is the phenomenon of the growing phenomenon of the Livin by mandiri mobile banking application as a payment medium which is currently a public need. Loyalty is an important factor in the financial industry to be able to continue to survive in business competition. Many factors that affect customer loyalty, especially Livin by mandiri mobile banking customers such as ease of use, hedonistic value, and customer satisfaction are suspected to play a role in the loyalty of Livin by mandiri mobile banking users. This study aims to analyze the role of satisfaction as a mediator of ease of use and hedonistic value on customer loyalty of Livin by mandiri users. The population of this study is Livin by mandiri users, with a sample size of 150 respondents. The data analysis method uses Partial Least Square 3.2.9.
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