Advances in digital technology Building Customer Loyalty through Trust and Satisfaction The Role of Service Quality and Product Value in the Digital Banking Era

Wahyudin Yahya (Program Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Makassar)
Andi Mappatompo (Universitas Muhammadiyah Makassar)
Muchriana Muchran (Universitas Muhammadiyah Makassar)

Journal Development Manecos
Vol. 4 No. 1 (2026): Journal Development Manecos

This study aims to analyze the influence of e-service quality and product value on e-trust and e-satisfaction, and their effect on the e-loyalty of BRImo application users, both directly and through e-trust and e-satisfaction as mediating variables. A quantitative survey approach was used, involving 180 BRImo customers aged 18-35 years at the BRI Bantaeng Lamalaka Unit branch office. Data were analyzed using Structural Equation Modeling (SEM) with AMOS. The results show that e-service quality and product value have a positive and significant effect on e-trust and e-satisfaction, but no significant direct effect on e-loyalty. E-trust and e-satisfaction have a positive and significant effect on e-loyalty, and both act as significant mediators in the relationship between e-service quality and product value on e-loyalty. These findings confirm that customer loyalty in digital banking is built through indirect mechanisms, making the strengthening of trust and satisfaction a key strategy for improving BRImo customer loyalty.