Citation:

Ayu Wibawasari, Ananda Sabil Hussein, Siti Aisjah. "The Influence of Digital Banking Experience on Customer Loyalty Mediated by Customer Trust and Brand Image of BCA Digital Banking Customers" International Research Journal of Economics and Management Studies, Vol. 3, No. 4, pp. 256-266, 2024.

Abstract:

This research aims to analyze the role of customer trust and brand image in mediating the influence of digital banking experience on customer loyalty for BCA digital banking customers. The population of this research is BCA digital banking users more than 1 (one) time in the last 1 (one) month. The sampling technique used a purposive sampling technique with a total sample of 128 respondents who were analyzed using the PLS-based SEM method with SMART PLS 3.0 software. The research results show that digital banking experience and brand image have a significant positive effect on increasing customer loyalty. However, customer trust does not have a significant effect on customer loyalty. Brand image significantly mediates the influence of digital banking experience on customer loyalty, but there is no significant influence of digital banking experience on customer loyalty through customer trust. This research contributes insights that serve as input for companies, especially banks, that want to increase customer loyalty by maintaining and improving a brand image that is able to mediate the influence of digital banking experience on customers using bank digital services.

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Keywords:

Brand image, Customer loyalty, Customer trust, Digital banking experience.