PENGARUH KUALITAS LAYANAN, PERSEPSI NILAI DAN KEPERCAYAAN TERHADAP KEPUASAN DAN LOYALITAS PENGGUNA LAYANAN MOBILE BANKING

Abstract

This study aims to determine the determinant of customer satisfaction and loyalty implications for users ofmobile banking. This study used Structural Equation Modeling (SEM) to test the hypotheses of the study anduse the software AMOS 5.0 and SPSS 20.0. The population in this study are the mobile banking users in sevenbanks in Palembang City; Bank Mandiri, Bank BNI, Bank BRI, Bank Danamon, Bank BCA, Bank Mega andBank Permata. The research sample consist of 250 respondents to the provisions of the election to the mobilebanking users. The results showed that the service quality, perceived value, trust and customer satisfaction hasa strong effect on customer loyalty. Service quality have significant effect on consumer satisfaction. Perceivedof value have significant effect on customer satisfaction. Trust have significant effect on consumer satisfaction.Service quality have significant effect on customer loyalty. Perceived of value have significant effect oncustomer loyalty. Trust have significant effect on customer loyalty. Customer satisfaction have significanteffect on customer loyalty. Banks should build strong relationships with customers and provide better servicequality to reduce the behavior of customers to switch to another bank service.