The Effect of Usability on Satisfaction and its Impact on Bni Mobile Banking User Loyalty in Bandar Lampung

Abstract

Many users of BNI Mobile Banking still encounter issues when using the application, indicating the need for improvements in its usability. This research addresses the necessity of enhancing the usability of the BNI Mobile Banking app, as numerous complaints have been reported by users. The study aims to identify the indicators that need improvement to ensure user satisfaction and foster continued loyalty to BNI Mobile Banking. The research employs a quantitative method to examine the impact of usability on user satisfaction and loyalty. Data was collected through questionnaires with a sample size of 170 respondents, selected using purposive sampling. Statistical tests employed include validity tests, reliability tests, path analysis, mediation tests, and regression analysis using SPSS software. The findings indicate that usability has a positive and significant impact on both satisfaction and loyalty also satisfaction has a positive and significant impact on loyalty. Additionally, there is an indirect effect of satisfaction on the relationship between usability and loyalty. The study suggests that future research should incorporate the one independent variable of usefullness.