The Effect of Product Quality, Service Quality, Environment Quality, and Product Assortment on Customer Loyalty trough Customer Satisfaction of BCA Mobile Application

Abstract

The spread of the Covid-19 virus which is still increasing requires the Indonesian government to issue a policy to limit mobility for the sake of the nation's recovery. In the end, community activity in public places decreased and community activity in the house increased. This causes an increase in internet usage traffic, including digital transactions. Banking is one of the industries that also plays a major role in digital transactions, one of which is Bank BCA which has been the largest and most trusted private bank in Indonesia since 1957. The study will use six variables, namely product quality, service quality, environment quality, product assortment, customer satisfaction, and customer loyalty on the BCA Mobile application. This study uses a quantitative approach with Structural Equation Model (SEM) analysis techniques and AMOS 22.0 software. Collecting data in this study using an online questionnaire to 100 respondents with the characteristics of men and women who live in Surabaya and aged 18-60 years who have used the BCA Mobile application at least three times in the last six month. The results of this study indicate that product quality has a significant effect on customer satisfaction with a regression coefficient of 0.354 but product quality has no significant effect on customer loyalty with a regression coefficient of 0.059, service quality has a significant effect on customer satisfaction with a regression coefficient of 0.520 and service quality also has a significant effect. on customer loyalty with a regression coefficient of 0.283, environment quality has a significant effect on customer satisfaction with a regression coefficient of 0.480 and environment quality also has a significant effect on customer loyalty with a regression coefficient of 0.287, product assortment has no significant effect on customer satisfaction with a regression coefficient of 0.060 and product assortment also has no significant effect on customer loyalty with a regression coefficient of 0.097, and customer satisfaction has an effect significant to customer loyalty with a regression coefficient of 0.312.