DARMAWAN, KALYLA FAUZIA ZAHRA (2024) THE INFLUENCE OF E-SERVICE QUALITY AND PRODUCT FEATURES OF BSI MOBILE TOWARD LOYALTY: MEDIATION ON CUSTOMER SATISFACTION AT BANK SYARIAH INDONESIA CILEGON BRANCH. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Indonesian banks, including Bank Syariah Indonesia, are adopting digital banking
methods like Internet Banking, Mobile Banking, and SMS Banking to enhance
customer experiences and loyalty. However, achieving consistent customer
satisfaction remains a challenge. The study aims to explore the influence of service
quality and product features on loyalty, with customer satisfaction as a mediating
variable, specifically within the context of the BSI Cilegon branch. Identifying and
addressing these gaps is crucial for BSI to remain competitive and foster deeper
customer relationships in the digital era. 150 respondents make up the entire sample
in this study, which used purposive sampling, a non-probability sampling technique.
Questionnaires and literature reviews are the methods used to gather data. This study
uses a quantitative, explanatory methodology and is handled through the use of
SmartPLS software. According to the study's findings, customer loyalty is not
significantly impacted by service quality, customer satisfaction is positively
impacted by service quality, customer satisfaction has a positive and significant
impact on customer loyalty, service quality has a positive and significant impact on
customer loyalty through customer satisfaction, and product features have a positive
and significant impact on customer loyalty through customer satisfaction. The
recommendation for BSI is to improve service quality by providing accurate
customer information and ensuring seamless maintenance to prevent disruptions
during transactions. In terms of product features, adding an estatement feature would
allow consumers to save transaction details conveniently. Research on consumer
expectations and e-trust can enhance customer satisfaction, ensuring better
alignment with needs and fostering loyalty.
Keyword: Mobile Banking, Service Quality, Product Features, Customer
Satisfaction, Loyalty

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