The Strategic Role of Promotion in Moderating the Influence of Trust and Convenience on Mobile Banking Service User Loyalty
Abstract
Mobile banking services are growing rapidly in the digital era, but the big challenge for banks is maintaining user loyalty. This study aims to analyze the influence of customer trust and ease of use on the loyalty of mobile banking service users, with promotion as a moderation variable. The method used is quantitative with a survey approach, where 105 respondents are selected by purposive sampling based on the criteria of active mobile banking users for at least 6 months, over 18 years old, have received promotions, and have a transaction frequency of at least 3 times per month. Data analysis was carried out by multiple linear regression using JASP software. The results showed that customer trust had a significant influence on user loyalty with a regression coefficient of 0.630 (p < 0.05), while ease of use had a very significant effect with a regression coefficient of 0.705 (p < 0.05). Promotion also plays a role as a moderation variable that strengthens the relationship between trust and loyalty (0.214; p < 0.05), as well as between convenience and loyalty (0.430; p < 0.05). The regression model shows an Adjusted R-squared value of 0.684, which indicates that the model can account for 68.4% variance in user loyalty. These findings emphasize the importance of building customer trust, providing ease of use, and designing effective promotions to increase mobile banking service user loyalty.
References
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28. Saparudin, M., Rahayu, A., Hurriyati, R., & Adib Sultan, M. (2020). The influence of trust, perceived usefulness, and perceived ease upon customers’ attitude and intention toward the use of mobile banking in Jakarta. Journal of Theoretical and Applied Information Technology, 98(17), 3584–3594.
29. Saputri, R., & Embun Baining, M. (2024). Pengaruh Kualitas Sistem Dan Kualitas Pelayanan Terhadap Manfaat Bersih Aplikasi Mobile Banking Dengan Variabel Intervening Kepuasan Pengguna. Jurnal Ilmiah Ekonomi Dan Bisnis, 17(1), 126–138.
30. Shaukat, M. (2009). Developments of Information Technology, Telecom and E-Commerce in Business Environment of Pakistan: An Analysis of Banking and Manufacturing Sectors. Pakistan Journal of Social Sciences (PJSS), 29(2), 259–278. http://search.ebscohost.com/login.aspx?direct=true&db=sih&AN=67708555&site=ehost-live
31. Souiden, N., Ladhari, R., & Chaouali, W. (2021). Mobile banking adoption: a systematic review. International Journal of BankMarketing,39(2),214–241. https://doi.org/10.1108/IJBM-04-2020-0182
32. Suh, B., & Han, I. (2003). The impact of customer trust and perception of security control on the acceptance of electronic commerce. International Journal of Electronic Commerce, 7(3), 135–161. https://doi.org/10.1080/10864415.2003.11044270
33. Tam, C., & Oliveira, T. (2017). Literature review of mobile banking and individual performance. International Journal of Bank Marketing, 35(7), 1042–1065. https://doi.org/10.1108/IJBM-09-2015-0143
34. Widyawati, N. (2018). Pengaruh Kepercayaan Dan Komitmen Serta Bauran Pemasaran Jasa Terhadap Loyalitas Konsumen Di Hotel Zakiah Medan. EKUITAS (Jurnal Ekonomi Dan Keuangan),12(1),74–96. https://doi.org/10.24034/j25485024.y2008.v12.i1.239
35. Wilson, N., Keni, K., & Tan, P. H. P. (2021). The role of perceived usefulness and perceived ease-of-use toward satisfaction and trust which influence computer consumers’ loyalty in china. Gadjah Mada International Journal of Business,23(3),262–294. https://doi.org/10.22146/gamaijb.32106
2. Ajzen, I. (2015). Consumer attitudes and behavior : the theory of planned behavior applied to food consumption decisions. Rivista Di Economia Agraria, 2, 121–138. https://doi.org/10.13128/REA-18003
3. Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
4. Amin, M., Rezaei, S., & Abolghasemi, M. (2014). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review International, 5(3), 258–274. https://doi.org/10.1108/NBRI-01-2014-0005
5. Bitkina, O. V., Park, J., & Kim, H. K. (2022). Measuring User-Perceived Characteristics for Banking Services: Proposing a Methodology. International Journal of Environmental Research and Public Health, 19(4). https://doi.org/10.3390/ijerph19042358
6. Burke, R. R. (2002). Technology and the customer interface: What consumers want in the physical and virtual store. Journal of the Academy of Marketing Science, 30(4), 411–432. https://doi.org/10.1177/009207002236914
7. Casaló, L. V., Flavián, C., & Guinalíu, M. (2007). The role of security, privacy, usability and reputation in the development of online banking. Online Information Review,31(5),583–603. https://doi.org/10.1108/14684520710832315
8. Cetorelli, N., & Gambera, M. (2001). Banking market structure, financial dependence and growth: International evidence from industry data. Journal of Finance,56(2),617–648. https://doi.org/10.1111/0022-1082.00339
9. Chang, H. S., Lee, S. C., & Ji, Y. G. (2016). Wearable device adoption model with TAM and TTF. International Journal of Mobile Communications, 14(5), 518–537. https://doi.org/10.1504/IJMC.2016.078726
10. Changchit, C., Lonkani, R., & Sampet, J. (2017). Mobile banking: Exploring determinants of its adoption. Journal of Organizational Computing and Electronic Commerce, 27(3), 239–261. https://doi.org/10.1080/10919392.2017.1332145
11. Chaveesuk, S., Khalid, B., & Chaiyasoonthorn, W. (2020). Understanding Stakeholders Needs for Using Blockchain Based Smart Contracts in Construction Industry of Thailand: Extended TAM Framework. International Conference on Human System Interaction, HSI, 2020-June(June 2020), 137–141. https://doi.org/10.1109/HSI49210.2020.9142675
12. Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165,1263–1279. https://doi.org/10.1016/j.jclepro.2017.07.184
13. Hair, J. F., Black, Jr, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. In Pearson New International Edition.
14. Hasan, M. (2019). Relationship Marketing and Customer Loyalty: Experience from Banking Industry of Bangladesh. Journal of Organisational Studies and Innovation, 6(1), 18–32.
15. Karnouskos, S. (2009). Mobile payment: A journey through existing procedures and standardization initiatives. IEEE Communications Surveys & Tutorials, 6(4), 44–66. https://doi.org/10.1109/comst.2004.5342298
16. Kovanoviene, V., Romeika, G., & Baumung, W. (2021). Creating value for the consumer through marketing communication tools. Journal of Competitiveness,13(1),59–75. https://doi.org/10.7441/joc.2021.01.04
17. Kurniawan, M., Restianita, O., & Normasyhuri, K. (2024). Perceived Usefulness , Perceived Enjoyment , Trust dan Continuance Intention dalam Mobile Sharia Banking : Bagaimana Kekuatan Kepuasan Nasabah ? INOVASI: Jurnal Ekonomi, Keuangan Dan Manajemen, 20(3), 640–657.
18. Lenaini, I. (2021). Teknik Pengambilan Sampel Purposive Dan Snowball Sampling. HISTORIS: Jurnal Kajian, Penelitian & Pengembangan Pendidikan Sejarah, 6(1), 33–39. http://journal.ummat.ac.id/index.php/historis
19. Massie, C., Tawas, H. N., & Poluan, J. G. (2023). Pengaruh Partner Relationship Marketing Dan Persepsi Harga Terhadap Kepuasan Dan Loyalitas Distributor Pada Pt. General Aromatics (Branch Sulut). Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(4), 1082–1095. https://doi.org/10.35794/emba.v11i4.52341
20. Maulana, A. A., Saufi, A., Putra, D., & Sakti, B. (2024). The Influence of Feature Completeness, Ease of Use and Convenience of Digital Products on Customer Loyalty of PT Bank NTB Syariah Mobile Banking Users with Self-Efficacy as a Moderating Variable. Asian Journal of Management Entrepreneurship and Social Science,04(02). https://ajmesc.com/index.php/ajmesc
21. Moghavvemi, S., Mei, T. X., Phoong, S. W., & Phoong, S. Y. (2021). Drivers and barriers of mobile payment adoption: Malaysian merchants’ perspective. Journal of Retailing and Consumer Services, 59(November). https://doi.org/10.1016/j.jretconser.2020.102364
22. Mukherjee, A., & Nath, P. (2003). A model of trust in online relationship banking. International Journal of Bank Marketing, 21(1),5–15. https://doi.org/10.1108/02652320310457767
23. Oktovianus Sauw, Renny Mointi, A Syahrul Makkuradde, Sujatmiko, & Angdy Ayu Mustika. (2023). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Nasabah Pengguna Mobile Banking Pada PT Bank Sulselbar Cabang Soppeng. Jurnal Manajemen Perbankan Keuangan Nitro, 6(1),39–53. https://doi.org/10.56858/jmpkn.v6i1.91
24. Prakosa, A. (2019). Analisis Pengaruh Persepsi Teknologi Dan Persepsi Risiko Terhadap Kepercayaan Pengguna M-Banking. Jurnal Manajemen, 9(2). https://doi.org/10.26460/jm.v9i2.1030
25. Pratiwi, L. H., & Ellyawati, J. (2023). Layanan M-Banking Dan Pengaruhnya Pada Kepuasan Dan Loyalitas: Studi Empiris Bank Bni. Modus, 35(2), 212–226. https://doi.org/10.24002/modus.v35i2.7567
26. Riegelsberger, J., Sasse, M. A., & McCarthy, J. D. (2005). The mechanics of trust: A framework for research and design. International Journal of Human Computer Studies, 62(3), 381–422. https://doi.org/10.1016/j.ijhcs.2005.01.001
27. Sabbir, M. M., Rahman, M. S., Nomi, M., & Jahan, T. (2020). Understanding Internet Banking Use in Bangladesh: the Role of Internet Banking Apps, Customers’ Perceptions and Green Concern. Turkish Journal of Marketing, 5(2), 100–120. https://doi.org/10.30685/tujom.v5i2.89
28. Saparudin, M., Rahayu, A., Hurriyati, R., & Adib Sultan, M. (2020). The influence of trust, perceived usefulness, and perceived ease upon customers’ attitude and intention toward the use of mobile banking in Jakarta. Journal of Theoretical and Applied Information Technology, 98(17), 3584–3594.
29. Saputri, R., & Embun Baining, M. (2024). Pengaruh Kualitas Sistem Dan Kualitas Pelayanan Terhadap Manfaat Bersih Aplikasi Mobile Banking Dengan Variabel Intervening Kepuasan Pengguna. Jurnal Ilmiah Ekonomi Dan Bisnis, 17(1), 126–138.
30. Shaukat, M. (2009). Developments of Information Technology, Telecom and E-Commerce in Business Environment of Pakistan: An Analysis of Banking and Manufacturing Sectors. Pakistan Journal of Social Sciences (PJSS), 29(2), 259–278. http://search.ebscohost.com/login.aspx?direct=true&db=sih&AN=67708555&site=ehost-live
31. Souiden, N., Ladhari, R., & Chaouali, W. (2021). Mobile banking adoption: a systematic review. International Journal of BankMarketing,39(2),214–241. https://doi.org/10.1108/IJBM-04-2020-0182
32. Suh, B., & Han, I. (2003). The impact of customer trust and perception of security control on the acceptance of electronic commerce. International Journal of Electronic Commerce, 7(3), 135–161. https://doi.org/10.1080/10864415.2003.11044270
33. Tam, C., & Oliveira, T. (2017). Literature review of mobile banking and individual performance. International Journal of Bank Marketing, 35(7), 1042–1065. https://doi.org/10.1108/IJBM-09-2015-0143
34. Widyawati, N. (2018). Pengaruh Kepercayaan Dan Komitmen Serta Bauran Pemasaran Jasa Terhadap Loyalitas Konsumen Di Hotel Zakiah Medan. EKUITAS (Jurnal Ekonomi Dan Keuangan),12(1),74–96. https://doi.org/10.24034/j25485024.y2008.v12.i1.239
35. Wilson, N., Keni, K., & Tan, P. H. P. (2021). The role of perceived usefulness and perceived ease-of-use toward satisfaction and trust which influence computer consumers’ loyalty in china. Gadjah Mada International Journal of Business,23(3),262–294. https://doi.org/10.22146/gamaijb.32106
Authors
[1]
“The Strategic Role of Promotion in Moderating the Influence of Trust and Convenience on Mobile Banking Service User Loyalty”, Soc. sci. humanities j., vol. 9, no. 01, pp. 6458–6468, Jan. 2025, doi: 10.18535/sshj.v9i01.1590.
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