PENGARUH LAYANAN MOBILE BANKING TERHADAP LOYALITAS NASABAH PADA BANK MUAMALAT KCU MEDAN BARU

Abstract

ABSTRACT Name: LILY ANGGRAINI, NPM: 71190215008, Title: THE EFFECT OF MOBILE BANKING SERVICES ON CUSTOMER LOYALTY AT BANK MUAMALAT KCU MEDAN BARU One of the reasons for customer loyalty to the bank is the existence of mobile banking services which can make it easier for customers to carry out transactions because customers can carry out banking activities without having to go to the office but simply by using the application on their cellphone. Customer complaints regarding the use of mobile banking are the high rate of use of the mobile banking application so that the server is busy and ultimately the application can slow down. Furthermore, the limited knowledge and insight of Bank Muamalat customers in using mobile banking services. Mobile banking is a service that provides convenience to users, but only certain groups can use mobile banking services, moreover, to use this service requires internet access, therefore only certain people use mobile banking. The purpose of this research is to find out how mobile banking services have increased customers at Bank Muamalat KCU Medan Baru, to find out how mobile banking services have influenced the increase in customers at Bank Muamalat KCU Medan Baru and to find out what factors influence the increase in customer loyalty to the Bank. Muamalat KCU Medan Baru This research method uses quantitative methods with a sample of 86 people through observational research and statistical analysis. The results of this research are that there is an influence of mobile banking services on increasing customers at Bank Muamalat KCU Medan Baru as the results of the t test show that the t count of 41,642 is greater than the t table of 1,663 (41,642>1,663). The magnitude of the influence of mobile banking services on the increase in customers at Bank Muamalat KCU Medan Baru is l95.3%. In other words, changes in loyalty can be explained by variable X, and the remaining 4.7% is explained by other factors that were not included in line research. Factors that influence increasing customer loyalty at Bank Muamalat KCU Medan Baru are employee service (personnel), empathy, responsiveness, bank reputation, credibility, facilities & infrastructure, identity Keywords. Mobile Banking and Customer Loyalty