Pengaruh Kualitas Pelayanan dan Citra Merek Terhadap Niat Menggunakan Mobile Banking pada Nasabah PT Bank Aceh Syariah

Dilla Nia Gara, Sayed Mahdi

Abstract


This study investigates the impact of service quality and brand image on mobile banking usage intention, mediated by customer satisfaction, at PT Bank Aceh Syariah. Employing a quantitative approach, data were collected through a Google Forms questionnaire from 136 respondents using a non-probability purposive sampling technique. Structural Equation Modeling (SEM) was utilized to analyze the hypothesized relationships. The result shown that both service quality and brand image significantly and positively influence mobile banking usage intention. Additionally, service quality and brand image exhibit a significant positive effect on customer satisfaction. Furthermore, customer satisfaction mediates the relationship between service quality and mobile banking usage intention, as well as between brand image and usage intention. These results highlight the critical role of customer satisfaction in enhancing mobile banking adoption, providing valuable insights for Islamic banking institutions aiming to optimize digital service delivery and strengthen brand perception.


Keywords


Service Quality; Brand Image; Customer Satisfaction;Mobile Banking; Usage Intention; Islamic Banking

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References


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DOI: https://doi.org/10.24815/jimen.v10i1.32599

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Tim Redaksi:

Jurusan Manajemen Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala

Lantai II Gedung Induk

Darussalam, Banda Aceh, 2311

email: jim.manajemen@feb.usk.ac.id

 
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.