Kualitas Layanan Mobile banking terhadap Kepuasan dan Loyalitas Nasabah Bank BTN Syariah

Abstrak. Mobile banking merupakan layanan perbankan digital yang memudahkan nasabah melakukan transaksi tanpa harus datang ke bank. Namun, kualitas layanan mobile banking BTN Syariah masih dinilai rendah sehingga perlu dievaluasi pengaruhnya terhadap kepuasan dan loyalitas nasabah. Penelitian ini bertujuan menganalisis pengaruh kualitas layanan mobile banking terhadap kepuasan dan loyalitas nasabah BTN Syariah, baik secara langsung maupun melalui kepuasan sebagai variabel intervening. Metode penelitian menggunakan pendekatan kuantitatif dengan sampel 78 nasabah pengguna mobile banking BTN Syariah Cabang Bandung yang dipilih secara purposive sampling. Analisis data dilakukan menggunakan SEM-PLS dengan bantuan SmartPLS 4.1 serta pengukuran kualitas layanan berdasarkan model SERVQUAL. Hasil penelitian menunjukkan bahwa kualitas layanan mobile banking berpengaruh positif dan signifikan terhadap kepuasan nasabah, dan kepuasan nasabah berpengaruh signifikan terhadap loyalitas nasabah. Selain itu, kualitas layanan juga berpengaruh signifikan terhadap loyalitas baik secara langsung maupun tidak langsung melalui kepuasan nasabah. Temuan ini mengimplikasikan bahwa peningkatan kualitas layanan mobile banking menjadi faktor penting dalam meningkatkan kepuasan dan loyalitas nasabah BTN Syariah.   Abstract. Mobile banking is a digital banking service that enables customers to conduct transactions efficiently without visiting a bank branch. However, the quality of BTN Syariah’s mobile banking services is still considered inadequate, making it necessary to evaluate its impact on customer satisfaction and loyalty. This study aims to analyze the effect of mobile banking service quality on customer satisfaction and loyalty at BTN Syariah, both directly and indirectly through satisfaction as an intervening variable. The research employs a quantitative approach with a sample of 78 mobile banking users of BTN Syariah Bandung Branch selected through purposive sampling. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS version 4.1, while service quality was measured using the SERVQUAL model. The results indicate that mobile banking service quality has a positive and significant effect on customer satisfaction, and customer satisfaction significantly influences customer loyalty. Furthermore, service quality also has a significant effect on customer loyalty both directly and indirectly through customer satisfaction. These findings imply that improving mobile banking service quality is a crucial factor in enhancing customer satisfaction and loyalty at BTN Syariah.