PENGARUH E-SERVICE QUALITY TERHADAP CUSTOMER LOYALTY DAN ELECTRONIC WORD OF MOUTH PADA MOBILE BANKING PT. BANK CENTRAL ASIA TBK DI PONTIANAK DENGAN CUSTOMER COMPANY IDENTIFICATION SEBAGAI VARIABEL MEDIASI

Abstract

ABSTRAK

Penelitian ini dilakukan untuk melihat pengaruh E-Service Quality pada Customer Loyalty dan Electronic Word of Mouth (E-WOM) pada mobile banking PT. Bank Central Asia Tbk dengan Customer Company Identification (CCI) sebagai variabel mediasi. Tujuan penelitian ini adalah untuk menguji dan menganalisis peran CCI dalam memediasi variabel E-Service Quality terhadap Customer Loyalty dan E-WOM pada nasabah BCA yang menggunakan aplikasi mobile banking. Teknik pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Sampel dari penelitian berjumlah 100 responden nasabah BCA di Indonesia. Alat uji analisis yang digunakan adalah SmartPLS 4 dengan metode analisi SEM (Structural Equation Modeling).

Hasil penelitian ini menunjukkan bahwa E-Service Quality berpengaruh positif dan signifikan terhadap CCI, Customer Loyalty, dan E-WOM. CCI berpengaruh positif dan signifikan dalam memediasi variabel E-Service Quality terhadap Customer Loyalty. CCI berpengaruh positif dan signifikan dalam memediasi variabel E-Service Quality terhadap E-WOM.

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