The influence of service quality and customer satisfaction on use loyalty BRI Mobile Banking

https://doi.org/10.35912/gams.v1i2.3376
Published: Aug 26, 2025

Abstract:

Purpose: This study investigates the effect of service quality and customer satisfaction on user loyalty in BRI Mobile Banking.

Research/methodology: A quantitative method was applied with a population of BRI Mobile Banking users in Palopo City. A total of 121 respondents were selected using the rule of thumb approach. Data were collected through questionnaires and analyzed using SPSS 26, including validity, reliability, regression, t-test, F-test, and determination coefficient.

Results: The findings show that both service quality and customer satisfaction significantly and positively affect user loyalty. Regression results indicate that improvements in service quality increase loyalty by 0.463, while customer satisfaction contributes 0.369. The model explains 60.1% of loyalty variation, with both variables jointly exerting a significant influence (F = 91.535, p < 0.05.

Conclusions: Service quality and customer satisfaction are key determinants of user loyalty. Easy application use, reliable system performance, and positive user experience foster satisfaction, trust, and long-term commitment to BRI Mobile Banking.

Limitations: The study focuses only on two variables, excluding other possible factors such as trust, perceived value, or security aspects that may influence loyalty.

Contribution: This research offers practical guidance for banking institutions to strengthen loyalty by enhancing service quality and customer satisfaction. It also contributes to the literature on digital banking and customer relationship management in the context of mobile financial services.

Keywords:
1. Customer Satisfaction
2. Mobile Banking
3. Service Quality
4. Usage Loyality
Authors:
1 . Ririn Rezki Fatiha
Universitas Muhammadiyah Palopo, Indonesia
2 . Saharuddin Saharuddin
Universitas Muhammadiyah Palopo, Indonesia
3 . Suhandra Makkasau
Universitas Muhammadiyah Palopo, Indonesia
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Fatiha, R. R. ., Saharuddin, S., & Makkasau, S. (2025). The influence of service quality and customer satisfaction on use loyalty BRI Mobile Banking. Global Academy of Multidisciplinary Studies, 1(2), 75–88. https://doi.org/10.35912/gams.v1i2.3376
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Issue & Section
Vol. 1 No. 2 (2024): November
Articles
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References

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    Akob, R. A., & Sukarno, Z. (2022). Pengaruh Kualitas Layanan Mobile Banking terhadap Kepuasan dan Loyalitas Nasabah Bank BUMN di Makassar. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 11(2), 269-283. doi:https://doi.org/10.30588/jmp.v11i2.889

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    Bloom, N., Schankerman, M., & Reenen, J. V. (2013). Identifying Technology Spillovers and Product Market Rivalry. Econometrica, 81(4), 1347-1393. doi:https://doi.org/10.3982/ECTA9466

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    Pranadetha, A., Hanoum, S., & Noer, L. R. (2025). Analysis of The Influence of Customer Perceived Values, Customer Engagement, and Customer Satisfaction on Customer Loyalty. Jurnal Ilmiah Manajemen Kesatuan, 13(1), 531-540. doi:https://doi.org/10.37641/jimkes.v13i1.3102

    Rhamdhani, I. M. (2020). Pengaruh Kepuasan, Kepercayaan dan Continuance Intention terhadap Loyalitas pada Pengguna Mobile Banking. Procuratio: Jurnal Ilmiah Manajemen, 8(2), 167-175.

    Robianty, N. S., & Prasetiyo, B. (2024). Layanan pada PT. Citra Jelajah Informatika Bandung: Key to Improving Customer Satisfaction. Studi Ilmu Manajemen dan Organisasi, 5(1), 19-26. doi:https://doi.org/10.35912/simo.v5i1.2863

    Rohani, Hadidu, A., & Sukardi. (2022). Brand Equity and Service Quality Effects on Loyalty with an Intervening Variable of Customer Satisfaction. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(2), 1558-1566. doi:https://doi.org/10.29040/ijebar.v6i2.5781

    Safitri, D., & Hayati, A. F. (2022). Pengaruh Harga dan Kualitas Layanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Jasa Online Maxim. Jurnal Ecogen, 5(1), 25-36. doi:https://doi.org/10.24036/jmpe.v5i1.12780

    Setiawan, H. (2016). Pengaruh Kualitas Layanan, Persepsi Nilai dan Kepercayaan Terhadap Kepuasan dan Loyalitas Pengguna Layanan Mobile Banking. Jurnal Keuangan Dan Perbankan, 20(3), 518-528. doi:https://doi.org/10.26905/jkdp.v20i3.269

    Sigit, K. N., & Soliha, E. (2017). Kualitas Produk dan Kualitas Layanan Terhadap Kepuasan dan Loyalitas Nasabah. Jurnal Keuangan dan Perbankan, 21(1), 157-168. doi:https://doi.org/10.26905/jkdp.v21i1.1236

    Suprapto, H. (2019). Analisis Strategi Pemasaran dalam Menghadapi Persaingan Antar Jasa Penginapan di Kota Lamongan (Studi pada Hotel Mahkota Lamongan). JPIM (Jurnal Penelitian Ilmu Manajemen), 4(3), 1049-1060. doi:https://doi.org/10.30736/jpim.v4i3.271

  1. Agiesta, W., Sajidin, A., & Perwito. (2021). Pengaruh Kualitas Pelayanan dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan KA Lokal Bandung Raya. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 5(2), 1653-1664. doi:https://doi.org/10.31955/mea.v5i2.1323
  2. Agustini, N. L. P. L. E., & Putra, K. E. S. (2022). Pengaruh Kualitas Pelayanan dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan M-Banking Livin by Mandiri di Kabupaten Karangasem. Bisma: Jurnal Manajemen, 8(3), 647-654.
  3. Akob, R. A., & Sukarno, Z. (2022). Pengaruh Kualitas Layanan Mobile Banking terhadap Kepuasan dan Loyalitas Nasabah Bank BUMN di Makassar. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 11(2), 269-283. doi:https://doi.org/10.30588/jmp.v11i2.889
  4. Anggetha, D. A., & Albari, A. (2024). Pengaruh Kualitas Layanan dan Citra Merek terhadap Kepuasan Pelanggan dan Niat Pembelian Sewa Kost di Singgahsini Mamikos. Jurnal Akuntansi, Keuangan, dan Manajemen, 5(4), 543-551. doi:https://doi.org/10.35912/jakman.v5i4.3473
  5. Ardiansyah, D., & Widjayanti, A. (2023). Pengaruh Kualitas Layanan Customer Service Terhadap Kepuasan Nasabah PT Bank Tabungan Negara Kantor Cabang Kelapa Gading Square. Journal of Business Administration Economics & Entrepreneurship, 5(1), 1-16.
  6. Asikin, D. D., & NurShyfa, E. (2023). Pengaruh Promosi dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan E-Wallet (Dana) di Kota Cimahi, Jawa Barat. Studi Ilmu Manajemen dan Organisasi, 4(2), 101-113. doi:https://doi.org/10.35912/simo.v4i2.1306
  7. Astuti, Y. W., Agriyanto, R., & Turmudzi, A. (2020). Pengaruh Kualitas Layanan, Nilai Nasabah, Kepercayaan dan Kepuasan Terhadap Loyalitas Nasabah Pengguna Layanan Mobile Banking Syariah. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 19(3), 134-158. doi:https://doi.org/10.14710/jspi.v19i3.134-158
  8. Bloom, N., Schankerman, M., & Reenen, J. V. (2013). Identifying Technology Spillovers and Product Market Rivalry. Econometrica, 81(4), 1347-1393. doi:https://doi.org/10.3982/ECTA9466
  9. Hadisurya, J. (2008). Pengaruh Citra, Kualitas Pelayanan, dan Kepuasan Terhadap Loyalitas Nasabah Bank. Jurnal Manajemen dan Pemasaran Jasa, 1(2), 78-91. doi:https://doi.org/10.25105/jmpj.v1i2.1211
  10. Haryanti, N., & Baqi, D. A. (2019). Strategi Service Quality Sebagai Media dalam Menciptakan Kepuasan dan Loyalitas Pelanggan. Journal of Sharia Economics, 1(2), 101-128. doi:https://doi.org/10.35896/jse.v1i2.72
  11. Haryanto, L., & Septiawan, I. (2024). The Influence of Mobile Banking, Internet Banking, and Automated Teller Machine (ATM) Transactions on Fee Based Income. Majalah Ilmiah Bijak, 21(1), 116-124. doi:https://doi.org/10.31334/bijak.v21i1.3678
  12. Indah, M., Prasetyo, W. D., & Nurbaiti, N. (2023). Analisis Keamanan Sistem Informasi Mobile Banking Terhadap Nasabah Studi Kasus: Bank Rakyat Indonesia (BRI). Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis (JUPSIM), 2(1), 130-135. doi:https://doi.org/10.55606/jupsim.v2i1.801
  13. Mandiri, A. C., Efriyanto, & Metekohy, E. Y. (2021). Pengaruh Kualitas Layanan dan Kepercayaan Terhadap Kepuasan Nasabah dalam Menggunakan Bri Mobile (Brimo). Account: Jurnal Akuntansi, Keuangan dan Perbankan, 8(1), 1423-1430. doi:https://doi.org/10.32722/acc.v8i1.3874
  14. Marlius, D., & Putriani, I. (2020). Kepuasan Nasabah PT. Bank Rakyat Indonesia Unit Tapan Cabang Painan Dilihat dari Kualitas Layanan Customer Service. Jurnal Pundi, 3(2), 111-122. doi:https://doi.org/10.31575/jp.v3i2.151
  15. Mittal, V., Han, K., Frennea, C., Blut, M., Shaik, M., Bosukonda, N., & Sridhar, S. (2023). Customer Satisfaction, Loyalty Behaviors, and Firm-Financial Performance: What 40 Years of Research Tells Us. Marketing Letters, 34(2), 171-187. doi:https://doi.org/10.1007/s11002-023-09671-w
  16. Noventa, O. C. (2024). Transformasi Digital Perbankan: Implikasi Kualitas Layanan terhadap Loyalitas Pelanggan. Reviu Akuntansi, Manajemen, dan Bisnis, 4(2), 239-249. doi:https://doi.org/10.35912/rambis.v4i2.4138
  17. Pongoliu, Y. I. D., Hulukati, F., Gobel, F., & Utina, S. D. A. (2023). Analisis Penggunaan Mobile Banking Sebagai Alat Transaksi Finansial pada Mahasiswa Universitas Negeri Gorontalo. JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis, 6(3), 1146-1156. doi:https://doi.org/10.37479/jimb.v6i3.23050
  18. Pranadetha, A., Hanoum, S., & Noer, L. R. (2025). Analysis of The Influence of Customer Perceived Values, Customer Engagement, and Customer Satisfaction on Customer Loyalty. Jurnal Ilmiah Manajemen Kesatuan, 13(1), 531-540. doi:https://doi.org/10.37641/jimkes.v13i1.3102
  19. Rhamdhani, I. M. (2020). Pengaruh Kepuasan, Kepercayaan dan Continuance Intention terhadap Loyalitas pada Pengguna Mobile Banking. Procuratio: Jurnal Ilmiah Manajemen, 8(2), 167-175.
  20. Robianty, N. S., & Prasetiyo, B. (2024). Layanan pada PT. Citra Jelajah Informatika Bandung: Key to Improving Customer Satisfaction. Studi Ilmu Manajemen dan Organisasi, 5(1), 19-26. doi:https://doi.org/10.35912/simo.v5i1.2863
  21. Rohani, Hadidu, A., & Sukardi. (2022). Brand Equity and Service Quality Effects on Loyalty with an Intervening Variable of Customer Satisfaction. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(2), 1558-1566. doi:https://doi.org/10.29040/ijebar.v6i2.5781
  22. Safitri, D., & Hayati, A. F. (2022). Pengaruh Harga dan Kualitas Layanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Jasa Online Maxim. Jurnal Ecogen, 5(1), 25-36. doi:https://doi.org/10.24036/jmpe.v5i1.12780
  23. Setiawan, H. (2016). Pengaruh Kualitas Layanan, Persepsi Nilai dan Kepercayaan Terhadap Kepuasan dan Loyalitas Pengguna Layanan Mobile Banking. Jurnal Keuangan Dan Perbankan, 20(3), 518-528. doi:https://doi.org/10.26905/jkdp.v20i3.269
  24. Sigit, K. N., & Soliha, E. (2017). Kualitas Produk dan Kualitas Layanan Terhadap Kepuasan dan Loyalitas Nasabah. Jurnal Keuangan dan Perbankan, 21(1), 157-168. doi:https://doi.org/10.26905/jkdp.v21i1.1236
  25. Suprapto, H. (2019). Analisis Strategi Pemasaran dalam Menghadapi Persaingan Antar Jasa Penginapan di Kota Lamongan (Studi pada Hotel Mahkota Lamongan). JPIM (Jurnal Penelitian Ilmu Manajemen), 4(3), 1049-1060. doi:https://doi.org/10.30736/jpim.v4i3.271