Examining E-Loyalty as A Marketing Strategy (Case Study of BPD Bali Mobile)

Abstract

The utilization of mobile banking applications today greatly facilitates daily transactions to support human behaviour. This study aims to determine partially and simultaneously the effect of e-service quality, e-satisfaction, and e-trust on e-loyalty from the use of Bank BPD Bali's Mobile Banking. Bank BPD Bali is a financial management company managed by a Regional Owned Enterprise. The sample in this research is 100 people who are customers and users of Bank BPD Bali Mobile Banking. The data analysis technique used is validity test, reliability test, classic assumption test, multiple linear regression analysis, coefficient of determination test, F test and t test. From the research results obtained, it can be concluded that there is a very significant influence of each variable, such as the variable e-service quality has a significant positive effect on e-loyalty, e-satisfaction has a significant positive effect on e-loyalty, e-trust has a significant positive effect on e-loyalty and e-service quality, e-satisfaction and e-trust have a significant effect on e-loyalty. The magnitude of the influence of the independent variable on e-loyalty is 58.3. The advice that researchers can give is that Bank BPD Bali is expected to regularly update and innovate on BPD Mobile so that later it can provide the best service. It is better for Bank BPD Bali to add to the existing features in BPD Mobile, reduce useless features, and create a security system that can ensure the safety of customer data and money.