PENGARUH E-SERVICE QUALITY TERHADAP E-LOYALTY YANG DIMEDIASI OLEH E-TRUST DAN E-CUSTOMER SATISFACTION MOBILE BANKING BRIMO

Mobile Banking service providers need to ensure optimal electronic service quality (E-Service Quality), because this plays a role in increasing customer satisfaction (Satisfaction) and trust (Trust). Thus, customers have the potential to become loyal customers. Customer loyalty to Mobile Banking services (E-Loyalty) has a significant impact on the sustainability of service use and recommendations to others. This study examines BRImo Mobile Banking services, especially BRImo M-Banking in Malang city. The number of study samples of 185 people was obtained using the Purposive Sampling method. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was used to analyze data collected through a Likert-based questionnaire. The results showed that E-Service Quality directly and indirectly had a positive effect on E-Loyalty, indicating that quality service increases loyalty. E-Service Quality also increases E-Trust and E-Customer Satisfaction, each of which contributes significantly to E-Loyalty. E-Customer Satisfaction and E-Trust mediate the relationship between E-Service Quality and E-Loyalty, emphasizing the importance of satisfaction and trust in building customer loyalty towards the BRImo application.