E-Service Quality in Mobile Banking and E-Loyalty: Corporate Image Mediation and User Experience Moderation

Astil Harli Roslan; Titien Rahayuningsih

doi:10.31004/riggs.v4i4.3360

Authors

Astil Harli Roslan STIE Enam Enam Kendari
Titien Rahayuningsih STIE Enam Enam Kendari

DOI:

https://doi.org/10.31004/riggs.v4i4.3360

Keywords:

E-Service Quality, Corporate Image, User Experience, E-Loyalty

Abstract

Perkembangan teknologi digital telah mengubah lanskap industri perbankan secara signifikan, terutama melalui pemanfaatan layanan mobile banking yang semakin meluas. Layanan ini memberikan kemudahan akses, efisiensi waktu, dan fleksibilitas tinggi bagi nasabah. Namun, dalam kondisi persaingan yang semakin kompetitif, bank dituntut untuk terus meningkatkan kualitas layanan digital guna mempertahankan loyalitas nasabah. Penelitian ini bertujuan untuk menguji dan menjelaskan pengaruh kualitas layanan elektronik (e-service quality) terhadap loyalitas nasabah (e-loyalty) mobile banking, dengan citra perusahaan (corporate image) sebagai variabel mediasi dan pengalaman pengguna (user experience) sebagai variabel moderasi. Penelitian ini mengadopsi pendekatan kuantitatif dengan desain eksplanatori. Data dikumpulkan melalui survei daring terhadap 280 pengguna mobile banking di Indonesia. Teknik analisis data dilakukan menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) untuk menguji pengaruh langsung dan tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa e-service quality berpengaruh positif terhadap corporate image, dan corporate image berpengaruh signifikan terhadap e-loyalty. Corporate image juga terbukti memediasi pengaruh antara e-service quality dan e-loyalty. Selain itu, user experience memperkuat pengaruh antara corporate image dan e-loyalty. Pengalaman pengguna yang positif memperbesar pengaruh citra perusahaan dalam menciptakan loyalitas jangka panjang. Temuan ini menekankan pentingnya peningkatan kualitas layanan digital, pengelolaan citra perusahaan, serta optimalisasi pengalaman pengguna sebagai strategi utama dalam mempertahankan loyalitas nasabah di era perbankan digital.

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