Effect of e-service quality, consumer trust, and brand image on the loyalty of BCA m-banking users
Keywords:
Brand Image, Consumer Loyalty, Consumer Trust, E-service QualityAbstract
Technology continues to advance with the advent of the internet. One technology that has continuously developed alongside the internet is mobile banking. The increasing sophistication of mobile banking has encouraged Indonesians to conduct transactions through this channel. This research uses a single mobile banking service as its object: BCA Mobile, due to its leading position in the mobile banking sector. The aim of this research is to determine the profile of e-service quality, consumer trust, and brand image of this mobile banking service. The research method employed is quantitative descriptive, utilizing documentation and questionnaire distribution as data analysis techniques. This study uses probability sampling methods. Cochran's formula was used for sample selection due to the large and unknown population size. The population used in this research comprises Indonesian citizens who have used or are currently using BCA Mobile banking. The research analyzes validity, multicollinearity regression, reliability, coefficient of determination, and hypotheses. Data analysis employs multiple linear regression analysis, while hypothesis testing utilizes t-tests and F-tests with SPSS version 25. The results show that the dominant respondents are aged 18-25, female, and students. This research is expected to contribute to marketing management and consumer behavior studies regarding consumer loyalty to mobile banking. Furthermore, this research can serve as a reference for banks providing mobile banking services to develop strategies for improving service quality and increasing user satisfaction. The study indicates that consumer trust and brand image have a positive and significant impact on the loyalty of mobile banking users, while e-service quality does not have a positive and significant impact on the loyalty of mobile banking users
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Al-Omoush, K. S., Orero-Blat, M., & Ribeiro-Soriano, D. (2020). The role of sense of virtual community in online purchase intentions: Trust, value co-creation and brand image. Journal of Retailing and Consumer Services, 58, 102–110.
Aprilia, A., & Tukidi, T. (2021). Brand Image Analysis of Online Banking in Indonesia. Jurnal Ilmu Manajemen, 9(3), 210–222.
Arpizal. (2021). Pengaruh e-Service Quality terhadap Kepuasan dan Loyalitas Pelanggan pada Aplikasi Digital Banking. Jurnal Manajemen Bisnis, 11(1), 56–65.
Berliana, A., & Sanaji. (2022). Kualitas Layanan Elektronik dan Loyalitas Pelanggan di Era Digital. Jurnal Ilmu Ekonomi dan Bisnis, 16(2), 145–155.
Cahyadi, A., & Shihab, M. R. (2022). Pengaruh e-Service Quality terhadap Loyalitas Konsumen dengan Kepuasan sebagai Variabel Mediasi. Jurnal Riset Bisnis dan Manajemen, 20(4), 339–349.
Darmansah, D., & Yosepha, I. (2020). Brand Image dan Loyalitas Konsumen Pengguna E-Banking. Jurnal Manajemen dan Pemasaran, 13(2), 119–130.
Fauzi, A. M., & Asri, M. (2020). Analisis Citra Merek terhadap Minat Menggunakan Mobile Banking. Jurnal Ekonomi Modernisasi, 16(3), 177–185.
Fikri, Z. E. (2022). Faktor-Faktor Penentu Kualitas E-Service dalam Industri Perbankan Digital. Jurnal Sistem Informasi, 18(1), 23–32.
Girsang, D. S., Wibowo, Y. S., & Rizal, F. (2020). Pengaruh Citra Merek terhadap Loyalitas Pelanggan di Sektor Perbankan. Jurnal Riset Ekonomi dan Manajemen, 3(2), 45–53.
Grönroos, C. (2020). Service Management and Marketing: Managing the Service Profit Logic. John Wiley & Sons.
Hammoud, J., Bizri, R. M., & El Baba, I. (2018). The Impact of E-Banking Service Quality on Customer Satisfaction. International Journal of Bank Marketing, 36(6), 1113–1133.
Indrasari, M. (2019). Kualitas Pelayanan Jasa dan Implikasinya terhadap Loyalitas Nasabah. Jurnal Manajemen dan Bisnis, 10(1), 1–12.
Juhria, S., Saputra, R., & Ibrahim, M. (2021). The Influence of E-Service Quality and Trust on Customer Loyalty in E-Banking. Jurnal Ilmu Ekonomi dan Sosial, 12(2), 98–109.
Keller, K. L. (2020). Strategic Brand Management (5th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Li, J., Zhang, C., & Sarathy, R. (2021). Customer satisfaction with e-banking services: The role of trust and quality dimensions. Journal of Financial Services Marketing, 26(1), 1–13.
Mubarak, A., & Noor, T. H. (2020). Metodologi Penelitian Ilmu Sosial. Surabaya: CV Global Aksara Persada.
Nadia, F., & Delliana, A. (2020). Pengaruh Citra Merek terhadap Loyalitas Konsumen di Aplikasi Finansial Digital. Jurnal Ekonomi dan Bisnis Digital, 5(1), 34–42.
Nurcaya, I. N., & Rastini, N. M. (2020). Peran Brand Image dalam Menentukan Keputusan Pembelian Jasa Perbankan. Jurnal Manajemen dan Bisnis Indonesia, 8(2), 55–66.
Purnama, N. (2024). Pengaruh Kualitas Layanan Mobile Banking dan Kepercayaan terhadap Loyalitas Nasabah dimediasi oleh Kepuasan. Jurnal Ekonomi Syariah, 12(1), 21–33.
Rifai’i, M. (2020). Loyalitas Konsumen dan Strategi Pemasaran Relasional. Jurnal Ekonomi dan Kewirausahaan, 8(3), 99–107.
Sardana, D., & Bajpai, N. (2020). Customer trust in digital banking: The role of experience and e-service quality. Global Business Review, 21(5), 1191–1206.
Shankar, A., & Jebarajakirthy, C. (2019). The influence of e-banking service quality on customer loyalty: A review. International Journal of Quality and Service Sciences, 11(4), 527–546.
Syahidah, N., & Aransyah, A. (2023). Analisis Kualitas Layanan Elektronik dan Kepercayaan terhadap Loyalitas Nasabah Digital Banking. Jurnal Bisnis Digital, 7(1), 11–25.
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Published
2025-07-31
How to Cite
Johan, & Nainggolan, N. P. . (2025). Effect of e-service quality, consumer trust, and brand image on the loyalty of BCA m-banking users. Journal of Management Science (JMAS), 8(3), 620–627. Retrieved from https://www.exsys.iocspublisher.org/index.php/JMAS/article/view/716
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