Pengaruh Penggunaan Mobile Banking terhadap Loyalitas yang Dimediasi oleh Kepuasan Nasabah

Research Aim: This study aims to analyze the effects of ease of use, system security, feature usefulness, and digital trust on customer loyalty through customer satisfaction as a mediating variable among Mobile Banking users in the Jabodetabek area, Indonesia. Methods : This study employed a quantitative approach using a survey method. The sample consisted of 188 Mobile Banking users selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS version 4.1.1.8. Research Finding: The results indicate that feature usefulness and digital trust have positive and significant effects on customer satisfaction, whereas ease of use and system security do not have significant effects. Customer satisfaction has a positive and significant effect on customer loyalty. Furthermore, customer satisfaction mediates the effects of feature usefulness and digital trust on customer loyalty, but does not mediate the effects of ease of use and system security. Theoretical Contribution/Originality: This study strengthens the application of the Technology Acceptance Model in explaining customer satisfaction and loyalty among Mobile Banking users, particularly through feature usefulness and digital trust. Policy implication : Mobile Banking providers should develop features that meet customer needs and maintain digital trust through data protection and system reliability. Research Limitation: This study is limited to 188 respondents in the Jabodetabek area. Future research may expand geographical coverage and compare Mobile Banking services across different banks.