Pengaruh Kualitas Layanan dan Kemudahan Mobile Banking terhadap Loyalitas Nasabah dengan Kepuasan sebagai Variabel Mediasi pada Generasi Z di Yogyakarta

Abstract

This study aims to analyze the effect of service quality and the ease of Mobile Banking on customer loyalty among Generation Z in Yogyakarta, with customer satisfaction as a mediating variable. Despite its rapid development, retaining young customers remains a challenge for the banking industry. This quantitative research collected data via questionnaires from 181 Generation Z respondents using a purposive sampling technique. Data analysis was performed using Structural Equation Modeling based on Partial Least Square (SEM-PLS). Descriptive statistical results indicated that perceived ease of use obtained the highest score, yet it was not directly proportional to loyalty. Hypothesis testing demonstrated that service quality has a significant positive direct effect on both satisfaction and loyalty. Conversely, ease of use does not exert a direct effect on loyalty. The mediation analysis revealed a distinct novelty: customer satisfaction acts as a partial mediator in the service quality-loyalty relationship but serves as a full mediator in the ease of use-loyalty relationship. This confirms that technological convenience has shifted into a hygiene factor, whereas service quality remains a strategic differentiation. Banks are advised to focus on strengthening holistic service quality to secure the long-term loyalty of Generation Z.