Pengaruh E- Banking dan Biaya terhadap Loyalitas Nasabah dengan Kepuasan sebagai Variabel Mediasi pada PT Bank Mandiri (Persero) Tbk Cabang Medan Taman Setia Budi

Abstract

Due to tight business competition in banking both domestically and internationally, every banking companies that wish to develop and gain competitive superiority must increase their customer service quality. In relation to this condition, it is found that the prolem of PT X is the decrease number of bank accounts in PT X during the period of 2019-2021 that has impacted on customer loyalty. The objective of this research is to provide information and analyze the effects of e-banking and cost on customer loyalty with customer satisfaction as mediating variable in PT X Taman Setia Budi, Branch of Medan. This is associative research with the population of 102,000 customers in Taman Setia Budi, Medan Branch. The number of samples is 298 customers of Taman Setia Budi Medan Branch which are collected using simple random sampling. Data are analyzed using Structural Equation Modeling. The result indicates that the variables of E-banking and cost give a positive and significant effect on customer loyalty. Customer satisfaction give a positive and significant effect on customer loyalty. E-banking and cost give a positive and significant effect on customer satisfaction. Customer satisfaction can mediate the correlation between e-banking and customer loyalty while customer satisfaction can mediate the effect of cost on customer loyalty.