Pengaruh Efektivitas Ease Of Use dan Customer Satisfaction terhadap Loyalitas Nasabah Pengguna Mobile Banking Bank Sumut di Kota Medan

Abstract

The increase in the number of internet users in Indonesia proves that the majority of Indonesian people use the internet as a user's daily needs, the development of the Internet which is followed by the rapid movement of technology has created many new things, one of which is in the field of Fintech, namely the creation of mobile banking where these products can help customers carry out all transaction activities independently only through gadgets with the help of the internet. This development in the field of Fintech has also been felt by Bank sumut, which is a bank owned by the North Sumatra region, where this bank has issued a mobile banking application as well to keep abreast of developments in the banking industry. This study aims to determine the effect of ease of use and customer satisfaction on customer loyalty in mobile banking users of Bank sumut in Medan City. The form of this research is quantitative research with an associative approach. The population in this study were all mobile banking users of Bank sumut Medan City with a sample of 100 people. The sampling technique used is non-probability sampling with purposive sampling. Data collection techniques were carried out using primary data obtained through direct distribution of questionnaires and secondary data obtained through library research. The analysis technique used is validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression, partial test, simultaneous test and coefficient of determination test processed through SPSS software. The results of this study indicate that the variable ease of use has a positive and significant effect on customer loyalty with a tcount of 2.783 > 1.660 and a significance level of 0.006 <0.05. The variable customer satisfaction has a positive and significant effect on customer loyalty with a tcount value of 5.294 > 1.660 and a significance level of 0.000 <0.05 based on these results that the variable customer satisfaction has a positive and significant effect on customer loyalty Ease of use variable, and customer satisfaction has an effect simultaneously (simultaneously) on the customer loyalty variable of 0.000 <0.05 and the Fcount obtained was 46.982 > 3.09. And the effect is 48.2%, while the remaining 52.8% is influenced by factors outside this research model