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Dea Silvana Rachmawati
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Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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Pengaruh Digitalisasi Perbankan Terhadap Loyalitas Nasabah Dimediasi Kepuasan Nasabah Pada Bank Kalsel Cabang Utama Dea Silvana Rachmawati; Fitriyadi
JURNAL BISNIS DAN PEMBANGUNAN Vol. 14 No. 3 (2025): Jurnal Bisnis dan Pembangunan
Publisher : Program Magister Ilmu Administrasi Bisnis FISIP Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/jbp.1414i3.103

Abstract

Abstract: The objective of this study is to examine and analyze both the direct and indirect effects of banking digitalization on customer loyalty, with customer satisfaction as a mediating variable. This research employs a quantitative approach using the PLS-SEM method, incorporating both outer model and inner model evaluations. Data were collected through the distribution of questionnaires via Google Forms. The population of this study consists of customers of Bank Kalsel at the Main Branch in Banjarmasin, with a total of 150 respondents selected using purposive sampling techniques. The results of this study indicate that banking digitalization and customer satisfaction have a positive and significant effect on customer loyalty. Furthermore, the indirect effect of banking digitalization on customer loyalty, mediated by customer satisfaction, also shows a positive and significant influence
Co-Authors Fitriyadi