p–ISSN: 2723 - 6609 e-ISSN: 2745-5254
Vol. 5, No. 2 February 2024 http://jist.publikasiindonesia.id/
Doi: 10.59141/jist.v5i2.849 552
THE EFFECT OF EASE OF USE AND SERVICE QUALITY ON CUSTOMER
LOYALTY WITH SATISFACTION AS AN INTERVENING VARIABLE
Sarintan Abdul Kadir
1*
, Ratna Roostika
2
Universitas Islam Indonesia Yogyakarta, Indonesia
Email: [email protected]
1*
, [email protected]
2
*Correspondence
ABSTRACT
Keywords: Ease of Use;
Service Quality; Customer
Loyalty; Satisfaction.
This research examines the effect of ease of use and service quality on
customer loyalty, with satisfaction as an intervening variable using
mobile banking applications in Indonesia. The method used is
quantitative descriptive with a purposive sampling technique. The
sample for this research was 210 respondents. The data analysis method
uses structural equation modelling SEM (Structural Equation Modeling)
assisted by the AMOS version 25 and SPSS version 26 programs. This
research shows that ease of use and service quality influence customer
loyalty, ease of use and service quality influence satisfaction, and
Satisfaction influences customer loyalty. Based on the research and data
analysis results, it can be concluded that the ease of use and quality of
m-banking services in Indonesia positively and significantly affect
customer satisfaction, increasing customer loyalty to using m-banking
applications.
Introduction
Digital business development today has provided changes in lifestyles and business
patterns for companies, including banks that have implemented digital technology; its
development has a fast impact and penetrates almost all sectors (Fallahi, Mahnam, &
Niaki, 2022). Banks have done various ways to utilise business developments, such as
innovating by utilising communication technology (Susanti & Parera, 2021). Digital
banking services are one of the services bank customers provide to obtain information,
communicate, and transact through electronic media. In addition, its services are
developed through data to help customers more quickly and efficiently and can be used
for attention to security aspects. Financial Services Author et al. (Mwiya et al., 2022)
said, "Banks have embraced internet technology to bring online banking, which has
become an important tool for electronic commerce, namely e-commerce". Banking
digitalisation is presented to provide offers to customers without needing to come directly
to the bank office. Electronic banking includes computer banking (PC), online banking,
ATMs, home banking, mobile banking, and virtual banking. The demand for digital
bankingisation is strengthened by various factors driving the development of digital banks
in Indonesia, considering that the Indonesian economy has great potential for absorbing
digitalisation flows (Saputri & Sukresna, 2022).
Based on a study that identifies factors that influence the intention to accept mobile
banking, namely the technology acceptance model (TAM), where customers who choose
to use mobile banking first consider security, ease of use, and convenience as necessary
The Effect of Ease of Use and Service Quality on Customer Loyalty With Satisfaction As An
Intervening Variable
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 2, February 2024 553
(Oh & Kim, 2022). The differences in the growth of mobile banking transactions in
several central banks are illustrated in the table as follows:
Table 1
Growth of Mobile Banking Transactions in Indonesia in 2022
No
Year
Bank
Sum
Percentage (%)
1
2022
PT. Bank Central Asia Tbk
Rp 5.460 trillion
34,08%
2
2022
PT. Bank Mandiri (Persero) Tbk
Rp 2.435 trillion
49,02%
3
2022
PT. Bank Negara Indonesia
(Persero) Tbk
Rp 802 trilliun
30,04%
4
2022
PT. Bank Rakyat Indonesia
(Persero) Tbk
Rp 2.669 trillion
99,07%
5
2022
PT. Bank Syariah Indonesia
(Persero) Tbk
Rp 52.5 trillion
28,72%
Based on the data in Table 1, it can be seen that the trend of using mobile banking
every year has increased in line with the high public awareness of ease and comfort in
carrying out financial activities in the era of digital technology. This can be seen from
mobile banking transactions at several large banks, starting from PT. Bank Central Asia
Tbk, which recorded a growth of 34.8 from IDR 4,049 trillion and increased in 2022 to
IDR 5,460 trillion. The most significant growth in mobile banking transaction users was
felt by PT. Bank Rakyat Indonesia, which grew by 99.07% from Rp 1,345 trillion to Rp
2,669 trillion, where user growth increased by almost 100%. This phenomenon is
influenced by several factors, including meeting service needs and the level of customer
financial security that is more effective, efficient, and integrated by the digital literacy
journey of the Indonesian people, in this case, which can affect customer loyalty (El Fikri,
2018).
Loyalty generally means an attitude in assessing services, products, or some aspects
included in the association. Loyalty is the main thing in marketing planning for various
reasons, including global competition, market saturation, technological developments,
and customer awareness. Based on the fact that long-term success does not only focus on
price but also the quality of products and services and is customer-oriented, which is the
main factor in achieving long-term success and retaining customers (Rasheed et al.,
2015). Loyalty is developed through an approach that reinforces and develops a positive
state of mind and behaviour. One of the keys to loyalty is the exchange of information
between the state of mind and behaviour; known loyal customers tend to provide
information to service providers. Controlling loyalty is considered vital because it means
not only controlling behaviour but also a state of mind.
Customer loyalty is a valuable factor that the company should maintain for its
survival and maximise good bonds for companies that sell services to their customers.
Loyal customers provide direct feedback to the company regarding introducing products
Sarintan Abdul Kadir
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 2, February 2024 554
and services felt by their families and colleagues (Batubara et al., 2023). Customer loyalty
is a reflection of the customer's desire to provide good things related to the services they
receive to prospective customers in the future. Loyalty can also refer to the extent to
which customers will remain on a particular service or product within the deadline. This
can also provide a view of customers' satisfaction with the services received from banks
(Shahid, Islam, Malik, & Hasan, 2022). Customer loyalty is also a type of customer's
unique attitude towards the association and future forecasts regarding the intention to
remain loyal to the company.
Based on the formulation of the problem, the objectives of this study are as follows:
1. To analyse the effect of ease of use on customer loyalty.
2. To analyse the influence of ease of use on satisfaction
3. To analyse the effect of service quality on customer loyalty
4. To analyse the effect of service quality on satisfaction
5. To analyse the effect of satisfaction on customer loyalty
Research Methods
This study explains the method that researchers will use. The study used
quantitative descriptive methods. Quantitative methods use data in the form of numbers,
and the collected data is analysed using statistical formulas. This study analyses the
relationship between variables with one another using statistical data. In this correlational
study, there are three parts of variables, namely independent variables (free) whose
existence affects other variables or is not influenced by other variables, dependent
variables (bound) whose existence is influenced by independent variables, and
intervening variables (linking) which strengthens or weakens the relationship between
one variable and another.
Populasi dan Sampel
1. Populasi
The population combines all elements in the form of events or people with similar
characteristics and becomes the centre of a researcher's attention (Haryono, 2017). This
study's population is all users with experience using mobile banking applications in
Indonesia.
2. Sample
The sample is a member of the population. This study uses analysis using the
Structural Equation Model (SEM). The determination of the minimum amount for SEM,
according to Haryono (2017), is (number of indicators = number of latent variables) x (5
to 10 times). Based on the guideline method, the maximum number of samples for this
study is.
Minimum sample = (16 +5) x 5)
= 105
Number of samples as many as 220
Maximum sample = (16 +5) x 10)
= 210
The Effect of Ease of Use and Service Quality on Customer Loyalty With Satisfaction As An
Intervening Variable
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 2, February 2024 555
From the sample calculation above, the research needs to reach a minimum of 105
respondents and a maximum target of 210.
The sampling technique in this study used purposive sampling techniques.
Purposive sampling is a technique based on specific considerations to solve research
problems. Based on this method, to determine the sample based on the following
characteristics:
1. Respondents who use mobile banking applications (BCA Mobile, Livin' by Mandiri,
BRImo, BNI Mobile Banking, and BSI Mobile).
2. Respondents who have transacted with mobile banking applications (BCA Mobile,
Livin' by Mandiri, BRImo, BNI Mobile Banking, and BSI Mobile).
Data Types and Data Collection Techniques
This study used primary and secondary data. Primary data is data obtained directly
from respondents or research objects. The primary data in this study is questionnaires
from respondents conducted through direct surveys by sharing a list of statements through
electronic social media and with statements compiled through Google Forms.
Variable Operational Definition
This study has three independent variables, namely Ease of Use (KP) and Service
Quality (KPN); one intervening variable is Satisfaction (K), and a dependent variable is
Customer Loyalty (LN).
Validity Test
The validity test is commonly used to measure the validity or absence of
questionnaire question items. (Pamungkas, Ghozali, Achmad, Khaddafi, and it is
explained that it is valid if the questions in the questionnaire can reveal something that
the questionnaire will measure. Respondents were used in this study to test their validity.
Reliability Test
According to (Musfar, Nabilla, and Jushermi, 2023), a questionnaire is said to be
reliable or reliable if the respondent's answers to statements are consistent or stable. The
testing criteria in this study were with the Cronbach Alpha (α) statistical test.
Results and Discussion
Statistical Descriptive Analysis
This analysis provides an overview of the respondents' identity and describes
research variable data from ease of use, service quality, satisfaction, and customer loyalty.
Descriptive Respondent Identity
A complete description of the respondent's identity to customers using mobile
banking applications will be explained as follows:
1. Characteristics of respondents by gender
Collect answers from 210 respondents, then obtain data on customers' gender using
mobile banking applications. The characteristics of respondents by sex can be observed
in Table 1 as follows:
Sarintan Abdul Kadir
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 2, February 2024 556
Table 1
Characteristics of respondents by gender
Number of Respondents
Frequency
Presented
66
31.4
144
68.6
210
100.0
Data from Table 1 shows that of the 210 male respondents, as many as 66 people
(31.4%) and respondents who were female, as many as 144 people (68.6%). The data
shows that customers using m-banking applications are dominated by women. Based on
this, it can be identified that there are differences in the results of the influence between
satisfaction and customer loyalty, including differences in customer characteristics,
including gender, age, last education, occupation, length of use of the m-banking
application, and m-banking application.
Table 2
Characteristics of respondents by age
Number of Respondents
Frequency
Presented
18
8.6
161
76.7
14
6.7
17
8.1
210
100.0
Based on Table 2, it can be seen that of the 210 respondents based on age, namely
< 20 years old are 18 people (8.6%), between 21-30 years old are 161 people (76.6%),
between 31-40 years old are as many as 14 people (6.7%) and > 41 years old are as many
as 17 people (8.1%). This shows that most customers using m-banking applications are
aged between 21 and 30 years and 161 people (76.7%). In this case, it can be proven that
most m-banking application users are between 31 and 40 years old, including productive
ages.
2. Characteristics of respondents based on recent education
Researchers collected questionnaires from 210 respondents and obtained data on
the last education of customers using m-banking applications. The characteristics of
respondents based on their last education can be seen in Table 3 as follows:
The Effect of Ease of Use and Service Quality on Customer Loyalty With Satisfaction As An
Intervening Variable
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 2, February 2024 557
Table 3
Characteristics of respondents based on recent education
Number of Respondents
Frequency
Presented
5
2.4
61
29.0
135
64.3
9
4.3
210
100.0
Based on Table 3, it can be seen that the last level of education for customers using
m-banking applications is junior high school, which is five people (2.4%), high school is
61 people (29.0%), S1 (Bachelor) is 135 people (64.3%), and S2 (Masters) is nine people
(94.3%). The majority of the last education level of customers using m-banking
applications is S1 (Bachelor), as many as 135 people (64.3%). The information found that
customers who use m-banking applications are the majority of S1 (Bachelor); in this case,
customers who use m-banking applications have an excellent educational background. A
good education will determine the influence between satisfaction and customer loyalty.
Table 4
Characteristics of Respondents Based on the Length of Use of m-banking Applications
Number of Respondents
Frequency
Presented
66
31.4
81
38.6
63
30.0
210
100.0
Based on Table 4, it can be seen that of the 210 respondents with a length of use of
m-banking applications between < 1 year, 66 people (31.4%), between 1-3 years, 81
people (38.6%), and between > 3 years were 63 people (39.0%). The data above shows
that most m-banking application users between 1 and 3 years are as many as 81 people
(38.6%).
3. Characteristics of Respondents Based on m-banking Applications
Sarintan Abdul Kadir
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 2, February 2024 558
Table 5
Characteristics of Respondents Based on m-banking Applications
m-banking application
Number of Respondents
Frequency
Presented
BCA Mobile Banking
42
20.0
Livin’ by Mandiri
32
15.2
BRImo
101
48.1
BNI Mobile Banking
28
13.3
BSI Mobile
7
3.3
Total
210
100.0
Based on the table above, it can be seen that from 210 respondents, there are various
kinds of m-banking applications, namely BCA Mobile Banking is 42 people (20.0%),
Livin' by Mandiri is 32 people (15.2%), BRImob is 101 people (48.1%), BNI Mobile
Banking is 38 people (13.3%), and BSI Mobile is seven people (3.3%). The data above
shows that most customers using the BRImob m-banking application are as many as 101
people (48.1%).
This can prove that customers feel the ease of use on BRImob and provide quality
features. It is known that BRImob presents more complete and different features among
other m-banking applications, such as printing bank statements (statements) available in
the mutation menu section without visiting a branch bank. In addition, some features can
block or activate cards, toll-free services, financial records (PFM) features that make it
easy to control finances while using the PRImo application and will provide information
in the form of what percentage of expenses compared to funds stored in savings accounts
daily, and international transfers (outgoing remittance) is a feature of extending the
BRIFast Remittance application platform system services that provide access for
customers to send funds abroad through all global networks owned by BRI.
It can be concluded that customer satisfaction and loyalty of m-banking application
users are characterised by ease of use and quality of service obtained when using the
application.
Description of Research Variables
This analysis describes the research variable data from ease of use, quality,
satisfaction, and customer loyalty. The description of the research variable is a summary
of respondents' responses to questions from ease of use, quality of service, satisfaction,
and customer loyalty of m-banking application users consisting of several question items
with a scale of strongly disagree (STS), disagree (TS), somewhat disagree (AS), agree
(S), strongly agree (SS). The following is a description of respondents' assessment of each
research variable item obtained by calculating the interval as follows:
The calculation of the criteria is as follows:
The Effect of Ease of Use and Service Quality on Customer Loyalty With Satisfaction As An
Intervening Variable
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 2, February 2024 559
𝐵𝑀𝑎𝑥−𝐵𝑚𝑖𝑛
𝐾𝐼
=I
Lowest score (BMax) =1
Top marks (BMin) = 6
ntixsixval (Ioonee
6−1
6
= 0,83
Then, the assessment of variables is calculated based on the average of each variable
as follows:
Table 6
Assessment Interval
Interval
Category
1,00 – 1,83
Strongly Disagree
1,84 – 2,66
Disagree
2,67 – 3,49
Somewhat disapproving
3,50 – 4,32
Somewhat Agree
4,33 – 5,15
Agree
5,16 – 6,00
Agree
Furthermore, in this study, there were four variables with 16 indicators. The ease of
use variable consists of 5 indicators, the service quality variable consists of 5 indicators,
satisfaction consists of 3 indicators, and customer loyalty consists of 3. Then, an analysis
of the average indicators and variables of the study was carried out to determine the
respondents' assessment.
4. Descriptive Statistics of Ease of Use Variables
The ease-of-use variable consists of 5 statement indicators that are used to represent
research variables with the following results:
Table 7
Descriptive Statistics of Ease of Use Variables
No
Indicator
Aver
age
Criterio
n
1
It does not take long to understand the use
of mobile banking applications
4.43
Agree
2
Mobile banking apps are easy to use
because they are fully featured and clear
4.43
Agree
3
Using mobile banking apps can save time
4.44
Agree
Sarintan Abdul Kadir
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 2, February 2024 560
4
Mobile banking applications are beneficial
when it comes to completing any form of
payment transaction
4.40
Agree
5
Mobile banking applications are
straightforward to operate
4.40
Agree
Average
4,42
Agree
Based on Table 7, the respondents' assessment of the Ease of Use variable showed
an average of 4.42 (agree). The third indicator states, "Using mobile banking applications
can save time, " with an average value of 4.44, the highest assessment is found in the third
indicator. The fourth and fifth indicators found the lowest ratings, which stated, "Mobile
banking applications are beneficial in completing all forms of payment transactions" and
"Mobile banking applications are straightforward to operate", with an average value of
4.40.
Normality Test Results
The normality test shows the distribution of the research data used. Normality
testing in this study was carried out by comparing critical ratio (CR) values in assessing
the normality table in the AMOS program based on a critical number of ± 2.56 at the level
of 0.01. If the critical ratio value obtained for multivariate shows a value between -2.58
and +2.58, then the data is declared normally distributed. The results of data normality
testing are presented as follows:
Table 8
Normality Test Results
Variable
Min
max
skew
c.r.
kurtosis
c.r.
LN3
2.000
6.000
-.276
-1.635
-.045
-.134
LN2
1.000
6.000
-.468
-2.766
.532
1.574
LN1
2.000
6.000
-.636
-3.763
.484
1.433
KA3
1.000
6.000
-.698
-4.127
.772
2.284
KA2
1.000
6.000
-.232
-1.372
-.099
-.294
KA1
1.000
6.000
-.808
-4.777
1.618
4.785
KP5
1.000
6.000
-.690
-4.080
.696
2.057
KP4
1.000
6.000
-.599
-3.546
1.109
3.282
KP3
2.000
6.000
-.375
-2.219
-.602
-1.779
KP2
1.000
6.000
-.884
-5.232
2.075
6.138
KP1
1.000
6.000
-.885
-5.237
1.620
4.793
KPN5
2.000
6.000
-.338
-2.001
.090
.266
KPN4
1.000
6.000
-.515
-3.048
.999
2.956
KPN3
2.000
6.000
-.570
-3.373
.279
.824
KPN2
1.000
6.000
-.723
-4.278
1.139
3.368
KPN1
2.000
6.000
-.318
-1.880
-.007
-.021
Multivariate
-.420
-.127
The Effect of Ease of Use and Service Quality on Customer Loyalty With Satisfaction As An
Intervening Variable
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 2, February 2024 561
Based on the results of the normality test in Table IV.12 show that the majority of
univariate data distribution usually is distributed because the critical ratio (C.R) values
for kurtosis (pointiness) and skewness (astonishment) are in the range of ± 2.58. In
comparison, multivariate data meets average assumptions because the value of -0.127 is
at ± 2.58.
Outlier Test Results
Outlier evaluation is used to determine whether there are data indicated to have
unique characteristics that are very different and appear in extreme forms from other
observations. Outlier testing is done by looking at the expensive distance value for each
observation, which will show the distance of observation data against the average value
of the analysis. The criteria used for the outlier test in this study were based on chi-squares
on degrees of freedom at p level <0.001. In this study, the value of Mahalanobis distance
was measured using the chi-square value at the degree of freedom of 16 indicators at p
level < 0.001 using the formula X2 (16; 0.001). In this case, a value of 39.252 is obtained.
This means that all data/cases greater than 39,252 are multivariate outliers. The results of
the outlier analysis can be seen in the table below:
Table 9
Outlier Test Results
Observation number
Mahalanobis d-squared
p1
p2
144
33.869
.006
.696
208
33.252
.007
.421
201
33.158
.007
.185
119
30.765
.014
.359
147
30.313
.016
.265
45
30.285
.017
.138
125
29.640
.020
.130
193
29.482
.021
.075
65
27.328
.038
.404
68
26.047
.053
.688
139
26.003
.054
.584
189
25.287
.065
.716
153
24.116
.087
.927
142
24.010
.089
.902
129
23.551
.100
.937
127
23.393
.104
.927
126
23.387
.104
.888
132
23.256
.107
.869
194
23.009
.113
.880
130
22.574
.126
.928
34
22.525
.127
.903
111
22.525
.127
.860
183
22.525
.127
.805
124
22.439
.130
.774
120
22.428
.130
.710
Sarintan Abdul Kadir
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 2, February 2024 562
Observation number
Mahalanobis d-squared
p1
p2
196
22.374
.132
.660
61
22.368
.132
.584
Based on Table 9 above, the outliers test results show the value of Mahalanobis
Distance; from the processed data, no value greater than 39,252 was detected. Thus, it
can be concluded that there are no data outliers and should be excluded from the study.
Factor Analysis Confirmatory Variable Ease of Use
Confirmatory analysis of ease-of-use variables consists of 5 indicator items. The
results of the confirmatory analysis conducted on the ease-of-use variable are described
in the results below:
Figure 1
Results of Confirmatory Analysis of Ease of Use Variables
In the confirmatory analysis of ease of use variables, two basic tests are carried out:
the goodness of fit test and the loading factor.
Uji Kesesuaian (Goodness of Fit)
The results of the Goodness of Fit test on the confirmatory of the Ease of Use
variable analysis factor can be shown in Table IV.14 below:
Table 10
Goodness of Fit Variable Ease of Use Results
Goodness of Fit Index
Cut-off value
Research
Model
Information
CMIN/DF
≤ 2.00
1,536
Fit
GFI
≥ 0.90
0,986
Fit
RMSEA
≤ 0.08
0,051
Fit
TAG
≥ 0.90
0,994
Fit
CFI
≥ 0.90
0,997
Fit
NFI
≥ 0.90
0,991
Fit
The Effect of Ease of Use and Service Quality on Customer Loyalty With Satisfaction As An
Intervening Variable
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 2, February 2024 563
The results of model conformity testing (Goodness of Fit) in Table IV.14 above
show that all model criteria can be accepted (fit) to provide sufficient confirmation of the
research model; thus, it can be said to be a fit model.
Uji Hypoplant
Hypothesis testing is carried out to prove the influence of causation according to
the hypothesis proposed in this study. Hypothesis testing explains that positive or
negative relationships between variables can be known based on standardised regression
weight values. Significance can be achieved by looking at CR and P-value values. The
statistical testing process on the relationship of research variables is declared significant
if the critical ratio (C.R) value shows > 1.96 and the p-value < 0.05. The results of
hypothesis testing conducted with AMOS version 25 can be seen in the table below:
Table 11
Hypothesis Test Results
Hipotesis
Standardised
Regression
CR
p-value
Information
Ease of Use →
Satisfaction
0,437
4,863
0,000
Accepted
Quality of Service →
Satisfaction
0,480
5,333
0,000
Accepted
Ease of Use → Customer
Loyalty
0,156
2,017
0,044
Accepted
Quality of Service →
Customer Loyalty
0,201
2,512
0,012
Accepted
Customer Satisfaction →
Loyalty
0,675
7,751
0,000
Accepted
Based on Table 11 above, the results of path analysis and hypothesis testing with
standardised regression weight can be explained, which can explain the coefficient of the
direction of the relationship between research variables and significance values to show
significant influence.
The Effect of Ease of Use on Customer Loyalty
Based on the results of H1 testing in this study, ease of use positively and
significantly affects customer loyalty to mobile banking applications in Indonesia. This
is evidenced by the positive value of the path coefficient (standardised regression weight)
of 0.156 with a CR value of 2.017 > 1.96 and a p-value of 0.044 < 0.05. Thus, it means
that the ease of use that is felt to be better than the mobile banking application will be
able to increase customer loyalty.
Ease of use is a condition where customers believe the technology can make it easier
and not difficult to operate. Ease of use of a mobile banking application refers to the
amount or absence of effort customers make in using it. Thus, technology is
straightforward in transaction activities where customers tend to be loyal to mobile
Sarintan Abdul Kadir
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 2, February 2024 564
banking application services that offer a smooth user experience, easy navigation, and
quick response to their needs. Furthermore, the context of the customer's mobile banking
application is assessed based on how easily the application can help meet customer needs
(Sukresna, 2022).
The results of this study are in line with and supported by previous research
conducted by (Anugrahwati and Hakim, 2019) that ease of use positively has a significant
effect on loyalty. Meanwhile, according to (Susanti and Parera, 2021), it affects customer
loyalty. Another study (Wafiyyah & Kusumadewi, 2021) also shows that ease of use
significantly affects customer loyalty. The results showed that H1, which states that ease
of use affects customer loyalty, is accepted and proven. This proves that the more
accessible and less long it takes to use the mobile banking application, the more the
customer will continue to use it when transacting digital payments. Thus, showing better
ease of use in the mobile banking application will make customers not need to put more
effort into using it and continuously use the mobile banking application.
Influence of Ease of Use on Satisfaction
Based on the results of H2 testing in this study show that ease of use has a positive
and significant effect on satisfaction with mobile banking applications in Indonesia. This
is evidenced by a positive standardised regression weight of 0.435 with a CR value of
4.863 > 1.96 and a p-value of 0.000 < 0.05. This means that the easier it is to use the
mobile-banking application service, it will be able to increase customer satisfaction.
Ease of use is the extent to which customers feel confident using technology
flexibly, easily understood, and operated (Wafiyyah & Kusumadewi, 2021). Ease of use
in an application occurs with customer trust in the banking system through mobile
banking, which can be operated easily and has good flexibility. A pleasant customer
experience on its use, where they can efficiently operate the application through
navigating the banking features provided. Furthermore, this ease of use will have an
impact on customer behaviour; this is because the perception of ease of use is getting
higher and provides feedback felt by customers, which will undoubtedly set the
technology to be the first choice (Ashfaq, Yun, Waheed, Khan, & Farrukh, 2019).
The results of this study are in line with and supported by previous research
conducted by {Formatting Citation}, who found that ease of use positively has a
significant effect on customer satisfaction. In line with the statement of (Batubara et al.,
2023), if a person's perception of the system's ease of use is higher, consumers will be
more interested in using the technology. Mobile banking application services that are
considered easy to use are also able to stimulate comfort and cause customer satisfaction
in higher usage. The results of this study show that H2, which states that ease of use
affects satisfaction, is accepted and proven. This identifies that the easier it is to operate,
the more willing it will be to recommend the mobile banking application to friends and
family. Thus, it shows that the higher the perception of ease of use, customers will
continue to use mobile banking applications.
The Effect of Service Quality on Customer Loyalty
The Effect of Ease of Use and Service Quality on Customer Loyalty With Satisfaction As An
Intervening Variable
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 2, February 2024 565
Based on the results of H3 testing in this study, service quality variables positively
and significantly affect customer loyalty to mobile banking applications in Indonesia.
This is evidenced by the positive value of the path coefficient (standardised regression
weight) of 0.201 with a CR value of 2.512 > 1.96 and a p-value of 0.012 < 0.05. This
means that the better the ease of use of the mobile banking application felt by customers,
will be able to increase customer loyalty to keep using it.
Service quality is essential in generating profitable loyalty with permanent
customers (Ashraf, Ilyas, Imtiaz, & Ahmad, 2018). The bank provides Lifestyle changes,
namely digital banking services, to meet customers' expectations and facilitate daily
transactions. According to Pasaribu et al. (2022), service quality is essential for
companies to maintain trust and meet customer expectations. It can be concluded that the
better the mobile banking application's serviceability to meet its customers' expectations
and needs, it will increase loyalty.
The results of this study are supported by previous research conducted by Joudeh
et al. (2018), who found that service quality has a significant positive effect on loyalty.
However, another study by Pasaribu et al. (2022) showed different results where service
quality did not significantly affect increasing loyalty. Service quality covers the overall
ability of mobile banking application services to meet the banking needs of its customers.
The results showed that H3, which states that the quality of service affects customer
loyalty, is accepted and proven. Thus, fulfilling the needs and service expectations of the
mobile banking application will increase loyalty even more.
The Effect of Service Quality on Satisfaction
Based on the results of H4 testing in this study, service quality variables positively
and significantly affect satisfaction with mobile banking applications in Indonesia. This
is evidenced by a positive standardised regression weight of 0.480 with a CR value of
5.333 > 1.96 and a p-value of 0.000 < 0.05. This means that the better the service quality
of the mobile-banking application service by customer expectations will increase
customer satisfaction.
Conclusion
Ease of Use positively and significantly affects Customer Loyalty in using m-
banking in Indonesia. This means that the ease of use of the m-banking application is
improving, and it will increase customer loyalty. Service quality positively and
significantly affects customer loyalty when using m-banking in Indonesia. This means
that better service quality in the m-banking application will be able to increase customer
loyalty to its use. Service quality positively and significantly affects satisfaction with
using m-banking in Indonesia. This means better service quality in the m-banking
application will increase customer satisfaction.
Based on the research and data analysis results, it can be concluded that the ease of
use and quality of m-banking services in Indonesia positively and significantly affect
customer satisfaction, increasing customer loyalty to using m-banking applications.
Sarintan Abdul Kadir
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 2, February 2024 566
Bibliography
Anugrahwati, Ria, & Hakim, Nuraini. (2019). Faktor-Faktor Yang Mempengaruhi
Kepatuhan Perawat Dalam Melakukan Hand Hygiene Five Moments Di Rs.
Hermina Jatinegara: Kepatuhan Perawat. Jurnal Ilmiah Keperawatan Altruistik,
2(1), 41–48.
Ashfaq, Muhammad, Yun, Jiang, Waheed, Abdul, Khan, Muhammad S., & Farrukh,
Muhammad. (2019). Customers’ expectation, satisfaction, and repurchase intention
of used products online: Empirical evidence from China. Sage Open, 9(2),
2158244019846212.
Ashraf, Sarfraz, Ilyas, Rashid, Imtiaz, Majid, & Ahmad, Sajjad. (2018). Impact of service
quality, corporate image and perceived value on brand loyalty with presence and
absence of customer satisfaction: A study of four service sectors of Pakistan.
International Journal of Academic Research in Business and Social Sciences, 8(2),
452–474.
Batubara, Maryam, Jannah, Nurul, & Ritonga, Annisa Lestari. (2023). The Effect Of
Perceived Usefulness, Ease Of Use And Security On Interest In Using Bsi Mobile
Services With Trust As Intervening Variable (Case Study On Uinsu Medan
Students). International Journal of Economics, Business and Accounting Research
(IJEBAR), 7(1).
El Fikri, Miftah. (2018). Dampak strategi pemasaran terhadap keputusan berkunjung dan
kepuasan wisatawan ke bumi perkemahan Sibolangit. Jumant, 8(2), 58–67.
Fallahi, Ali, Mahnam, Mehdi, & Niaki, Seyed Taghi Akhavan. (2022). Direct aperture
optimisation for intensity modulated radiation therapy: Two calibrated
metaheuristics and liver cancer case study. International Journal of Industrial
Engineering and Production Research, 33(2), 1–14.
Musfar, Tengku Firli, Nabilla, Mutiya, & Jushermi, Jushermi. (2023). The Effect of Ease
of Use and Customer Trust Toward Customer Satisfaction and Customer Loyalty
in Using the Shopee PayLater Feature in Pekanbaru City. Dinasti International
Journal of Digital Business Management, 4(3), 456–470.
Mwiya, Bruce, Katai, Mathew, Bwalya, Justice, Kayekesi, Maidah, Kaonga, Sekela,
Kasanda, Edwin, Munyonzwe, Christopher, Kaulungombe, Bernadette, Sakala,
Eledy, & Muyenga, Alexinah. (2022). Examining the effects of electronic service
quality on online banking customer satisfaction: Evidence from Zambia. Cogent
Business & Management, 9(1), 2143017.
https://doi.org/10.1080/23311975.2022.2143017
Oh, Yun Kyung, & Kim, Jung Min. (2022). What improves customer satisfaction in
mobile banking apps? An application of text mining analysis. Asia Marketing
Journal, 23(4), 3. https://doi.org/10.53728/2765-6500.1581
The Effect of Ease of Use and Service Quality on Customer Loyalty With Satisfaction As An
Intervening Variable
Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 2, February 2024 567
Pamungkas, Imang Dapit, Ghozali, Imam, Achmad, Tarmizi, Khaddafi, Muammar, &
Hidayah, Retnoningrum. (2018). Corporate governance mechanisms in preventing
accounting fraud: A study of fraud pentagon model. Journal of Applied Economic
Sciences, 13(2), 549–560.
Rasheed, Hafiz Muhammad Wasif, Khalid, J., Khizar, H. M. U., Sajid, M., Shahid, M.
N., Ahmad, M., & Khan, Waseem Ahmad. (2015). Factors affecting customer
loyalty in banking sector: A study on Bahawalpur (Pakistan) banks. International
Journal of Accounting and Financial Reporting, 5(1), 239–254.
Saputri, Fanny Setiyo, & Sukresna, I. Made. (2022). Pengaruh Kualitas Layanan Website,
Kemudahan Penggunaan Website, Keamanan Website, Dan Kepuasan Terhadap
Loyalitas Pelanggan (Studi pada e-commerce shopee). Jurnal Akuntansi Dan
Pajak, 23(2). https://doi.org/10.29040/jap.v23i2.6468
Shahid, Shadma, Islam, Jamid Ul, Malik, Shehla, & Hasan, Uzma. (2022). Examining
consumer experience using m-banking apps: A study of its antecedents and
outcomes. Journal of Retailing and Consumer Services, 65, 102870.
https://doi.org/10.1016/j.jretconser.2021.102870
Susanti, Evi, & Parera, Novita Oktavianti. (2021). Loyalitas Nasabah Dari Kemudahan
Penggunaan Mobile Banking. International Journal of Digital Entrepreneurship
and Business, 2(1), 39–48. https://doi.org/10.52238/ideb.v2i1.37
Wafiyyah, Rafa Sayyidatul, & Kusumadewi, Ni Made Wulandari. (2021). The effect of
perceived usefulness, perceived ease of use, and trust on repurchase intention on E-
commerce Shopee. IJISET-International Journal of Innovative Science,
Engineering & Technology, 8(7), 428–434.
https://doi.org/10.31933/dijdbm.v4i3.1784