THE INFLUENCE OF DIGITAL BANKING, SERVICE QUALITY, AND CUSTOMER SATISFACTION ON CUSTOMER LOYALTY OF PT. BANK SULSELBAR MAKASSAR MAIN BRANCH

Abstract

Advances in banking technology provide convenience for customers through operational services in the form of Digital banking, which enables customers to conduct banking transactions via smartphones and other media. This study aimed to determine the effect of digital banking, service quality, and customer satisfaction on customer loyalty at PT. Bank Sulselbar Makassar Main Branch. This study uses a quantitative approach through the equation (Structural Equation Model/SEM) with Confirmatory Factor Analysis (CFA). Data was collected by distributing questionnaires to 375 customers using a two-stage random sampling technique. The data that has been collected is analyzed using AMOS 25.0.