Pengaruh Financial Technology dan Kualitas Pelayanan terhadap Loyalitas Melalui Kepuasan Konsumen Pengguna Aplikasi Grab pada Karyawan Bank CIMB Niaga Cabang Bukit Barisan

Abstract

The development of information technology and telecommunications will make it easier for business people to run their business. One of the information and telecommunications technologies that support these needs is fintech. Currently, the development of fintech has made it easier for users of online-based services. In addition, the factors that must be considered are customer satisfaction and customer value. This is to keep consumers from switching to other companies. Customer satisfaction is one of the important elements in the continuity of the company's products and services to consumers to stay afloat in business competition. Consumer satisfact ion serves as an indicator that consumers feel good service and will remain loyal to use these products and services. This reason encourages the author to conduct a study that examines and analyzes the influence of financial technology and service quality on satisfaction and loyalty. Respondents from this study were employees of Bank CIMB Niaga Bukit Barisan Branch with a total of 70 respondents. The data was collected using a questionnaire and through observation, then the data was analyzed using the SPSS version 24 application. The results showed that: 1) Financial Technology had a positive effect on satisfaction. 2) Service quality has a positive effect on satisfactio n. 3) Financial Technology has a positive effect on loyalty. 4) Service quality has a positive effect on loyalty. 5) Consumer satisfaction has a positive effect on loyalty. 6) Financial Technology has a positive effect on satisfaction through consumer loyalt y. 7) Service quality has a positive effect on satisfaction through customer loyalty.