The Influence of Perceived Value and Ease of Use on Brand Loyalty: The Mediating Effect of User Satisfaction

Fistarika Della Amanda; Astrid Puspaningrum; Ikhtiara Kaideni Isharina

doi:10.37641/jimkes.v13i6.4045

Authors

Fistarika Della Amanda Universitas Brawijaya, Indonesia
Astrid Puspaningrum Universitas Brawijaya, Indonesia
Ikhtiara Kaideni Isharina Universitas Brawijaya, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v13i6.4045

Keywords:

Brand Loyalty, Digital Banking, Ease of Use, Perceived Value, User Satisfaction

Abstract

The rapid evolution of digital banking in Indonesia has intensified competition between purely digital banks and conventional banks embracing digitalization. In this landscape, brand loyalty has emerged as a crucial factor for ensuring business sustainability. This study aims to investigate the impact of perceived value and ease of use on brand loyalty, with user satisfaction serving as a mediating variable, focusing on customers. A quantitative research design was applied using survey data from 213 respondents in Surabaya and Malang, collected through purposive sampling. Data analysis was conducted using Structural Equation Modeling with the Partial Least Squares (SEM-PLS) method via SmartPLS 4.0. The findings reveal that perceived value significantly and positively influences both user satisfaction and brand loyalty. Conversely, ease of use shows a significant negative relationship with brand loyalty and has no significant impact on user satisfaction. Moreover, user satisfaction positively affects brand loyalty and mediates the link between perceived value and brand loyalty, but not between ease of use and brand loyalty. The results suggest that customer loyalty in digital banking is primarily driven by perceived value and satisfaction rather than by ease of use alone.

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