<![CDATA[Purpose – This study aims to examine the effects of e-service quality and e-trust on e-loyalty among Gen Z users of Blu by BCA in Malang City, with e-satisfaction as a mediating variable. Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the relationships among e-service quality, e-trust, e-satisfaction, and e-loyalty. The sample consists of 100 Gen Z respondents (born between 1997 and 2012) who live in Malang City and use Blu by BCA. Respondents were selected using a non-probability purposive sampling technique. Data were collected through online questionnaires and analyzed using path analysis in IBM SPSS Statistics 21, while mediation effects were tested using the Sobel test. Findings – The results indicate that e-service quality and e-trust have positive and significant effects on both e-loyalty and e-satisfaction. Furthermore, e-service quality and e-trust indirectly influence e-loyalty through the mediating role of e-satisfaction. These findings suggest that user loyalty in digital banking is strongly shaped by service quality, trust, and satisfaction as an integrated mechanism. Originality/value – This study offers originality by empirically examining e-service quality and e-trust as predictors of e-loyalty with e-satisfaction as a mediating variable specifically among Gen Z users of Blu by BCA. The findings provide valuable insights into how both direct and mediated effects operate within digital banking, guiding platforms in strengthening user experience strategies.]]>
