Integration Of Seabank Promotions And Service Features In Forming Digital Bank Customer Loyalty Through Satisfaction
DOI:
https://doi.org/10.31851/jmwe.v23i3.22707Keywords:
Promotions, Service Features, customer statisfuction, customer loyalityAbstract
This study aims to analyze the influence of promotions and service features on customer satisfaction and their impact on loyalty of Islamic Banking students at UIN Madura who use the SeaBank digital banking application. This study uses a quantitative approach with a causal design. Primary data were obtained through an online questionnaire distributed to 94 respondents selected using a purposive sampling technique with the criteria of active SeaBank users. Data analysis was performed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method through SmartPLS software. The results showed that promotions and service features have a positive and significant effect on customer satisfaction. The promotion variable proved to be the most dominant variable in influencing customer satisfaction with a path coefficient value of 0.708. Furthermore, customer satisfaction has a strong direct effect on customer loyalty (β = 0.717) and plays an important role as a mediating variable connecting promotions and service features to the formation of long-term loyalty.
Keywords:
Promotions, Service Features, customer statisfuction, customer loyality.
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