CUSTOMER LOYALTY ON MOBILE BANKING USAGE IN THE NEW NORMAL ERA

Abstract

ABSTRACT

In this new normal era there is no hesitation that every person will be normally using a remote working and using digital as their priority tools for business. The digital age has changed people's behavior and lifestyle to become more instant and fast-paced by utilizing information technology. The internet as a medium of information and communication is used for various activities including business activities, namely as the main media for marketing products and services. Banking has also begun to shift to developing services with a digital touch. To meet the needs of customers who want convenience and speed anywhere and can be accessed 24 hours the bank develops technology-based transaction services, namely Mobile Banking. The population in this study is BRI branch office Kusuma Bangsa Surabaya customers and the sample used is 50 respondents. The sampling method uses non-probability with a purposive sampling technique. And the data processing technique used is Partial Last Square (PLS). The researchers' findings show that trust does not contribute to loyalty, while satisfaction contributes to the loyalty of BRI Bank customers branch office Kusuma Bangsa Surabaya BRI Mobile Users.