The effect of service quality, brand image, and ease of use on bca mobile banking customer loyalty with customer satisfaction as a mediating variable
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Published:
Nov 30, 2025
Keywords:
Brand Image, Customer Loyalty, Customer Satisfaction, Ease Of Use, Service Quality
Section
Economy
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Abstract
Thel purpose ofl this lstudy is lto examine the effect lof service quality, lbrand image, land ease of use onl customerl loyalty, lwith customer lsatisfaction las the variable lmediating thisl relationship. Quantitative methods were used for this study. The population of this study comprised all users of BCA Mobile Banking. In this study, the sample consisted of 200 respondents who were at least 17 years old, active users of BCA Mobile Banking, and either male or female. This data was analyzed using SmartPLS 3.0 software and was based on structurall equation lmodeling with partiall least squaresl (SEM-lPLS). Thel results lof this lstudy indicatel that Servicel Quality doesl not laffect Customerl lLoyalty. Meanwhile, the variables of Brand Image and Ease of Use affect Customer Loyalty, mediated by the variable of Customer Satisfaction. This occurs because customers consider Service Quality to be standard in Mobile Banking services. Therefore, thel variables lof Brand lImage andl Ease of Use play an important role in efforts to increase Customer Loyalty. The results of this study will also be used to identify variables that increase customer loyalty
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How to Cite
Fadillah, A. N. ., Susilawati, W. . and Kusmiati, E. . (2025) “The effect of service quality, brand image, and ease of use on bca mobile banking customer loyalty with customer satisfaction as a mediating variable”, Jurnal Mantik, 9(3), pp. 1089-1099. doi: 10.35335/mantik.v9i3.6795.
References
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Cantona, E. (2021). Pengaruh dari Brand Image dan Product Quality melalui Customer Satisfaction sebagai Variabel Mediator terhadap Customer Loyalty. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(5), 488. https://doi.org/10.24912/jmbk.v5i5.13290
Chandra, T., Chandra, S., & Hafni, L. (2020). Service Quality, Consumer Satisfaction, Dan Consumer Loyality?: Tinjauan Teoritis. In Angewandte Chemie International Edition, 6(11), 951–952.
Dewi Milasari, L., Setyadi, H. J., & Irsyad, A. (2023). Pengaruh Integritas Fitur dan Kualitas Layanan Terhadap Kepuasan Pengguna Aplikasi BCA Mobile di Kota Samarinda. JITSI?: Jurnal Ilmiah Teknologi Sistem Informasi, 4(3), 122–128. https://doi.org/10.62527/jitsi.4.3.173
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Euglezyano, G., & Murtiasih, S. (2025). Pengaruh Persepsi Kepercayaan, Persepsi Kemudahan Penggunaan, Persepsi Risiko, Persepsi Biaya Dan Positive Of Mouth (Wom) Terhadap Minat Menggunakan Aplikasi Mobile Banking BCA. Jurnal Ilmiah Mahasiswa Perbankan Syariah (JIMPA), 5(1), 29–52. https://doi.org/10.36908/jimpa.v5i1.455
Fatihudin, D., & Firmansyah, A. (2019). Pemasaran Jasa. Angewandte Chemie International Edition, 6(11), 951–952., March, 2–18.
Feliciana, F., Saparso, S., & Lizardo, J. (2024). The Effect of Service Quality and Mobile Banking Applications on Customer Loyalty with Satisfaction as a Mediating Variable in Suryopranoto Branch Bca Customers. Maneggio, 1(3), 10–22. https://doi.org/10.62872/7v0jrc24
Haq, M. A., Handayanto, E., & Rumijati, A. (2022). Influence of Service Quality, Ease of Use of Applications on Loyalty with Customer Satisfaction as a Mediation. Business Innovation Management and Entrepreneurship Journal (BIMANTARA), 1(02), 57–68. https://doi.org/10.22219/bimantara.v1i02.22367
Hidayati, N. (2024). Pengaruh Kualitas Layanan dan Kemudahan terhadap Loyalitas dengan Kepuasan sebagai Variabel Intervening. Skripsi, 15(1), 37–48. https://doi.org/10.30868/ad.v7i02.5133
Husain, F., Mansyur, S., Harris, S. N., Ardilla, F., & Sartika. (2025). Pengaruh Kemudahan Penggunaan dan Keamanan Transaksi terhadap Loyalitas Pengguna dengan Kepuasan Pengguna sebagai Variabel Mediasi pada Platform E-Commerce Shopee. PENG?: Jurnal Ekonomi Dan Manajemen, 2(2), 3530–3545.
Joseph F. Hair, J., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (Sixth Edition). In Gedrag & Organisatie (Vol. 19, Issue 3). https://doi.org/10.5117/2006.019.003.007
Keller, K. K., & Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. In Journal of Consumer Marketing (Vol. 17, Issue 3). https://doi.org/10.1108/jcm.2000.17.3.263.3
Ma’azzah, N., & Prasetyo, A. (2023). The Influence Of Experiential Marketing And Brand Trust On Customer Loyalty Through Customer Satisfaction As An Intervening Variable. Airlangga Journal of Innovation Management, 4(1), 219–228. https://ramaresearch.com/index.php/rama/article/view/4%0Ahttps://ramaresearch.com/index.php/rama/article/download/4/3
Mardiansyah, D., Zam Zam, A. M., Imron, D. F., Olek, O., & Jayanti, W. E. (2025). the Effect of Ease of Use of Mobile Banking Applications on User Satisfaction. Journal of Information Systems Management and Digital Business, 2(2), 149–156. https://doi.org/10.70248/jismdb.v2i2.1793
Merdekawati, I. (2023). The Influence of Service Quality and Customer Satisfaction on Customer Loyalty Pos Kupi Langsa. Journal of Social Science Utilizing Technology, 1(1), 1–10. https://doi.org/10.70177/jssut.v1i1.585
Mulya Setiabudi, G., Boanerges Tampi, J., & Gaby Jeisy, L. (2023). Dampak Kepercayaan dan Kepuasan Nasabah dalam Menggunakan Layanan Perbankan Elektronik BCA Terhadap Loyalitas Nasabah. Jurnal Manajemen Dan Organisasi, 14(2), 161–172. https://doi.org/10.29244/jmo.v14i2.41809
Nainggolan, N. P., & Johan. (2025). Effect of e-service quality , consumer trust , and brand image on the loyalty of bca m-banking users. 8(3), 620–627.
Nasib, N., Azhmy, M. F., Nabella, S. D., Rusiadi, R., & Fadli, A. (2022). Survive Amidst the Competition of Private Universities by Maximizing Brand Image and Interest in Studying. AL-ISHLAH: Jurnal Pendidikan, 14(3), 3317–3328. https://doi.org/10.35445/alishlah.v14i3.2037
Nurdiana, H., & Komara, E. (2024). Pengaruh E-Service Quality Terhadap E-Customer Satisfaction dan E-Customer Loyalty Pada Aplikasi Livin’ By Mandiri. Jurnal Ekonomi, Manajemen Dan Perbankan (Journal of Economics, Management and Banking), 10(3), 195–214. https://doi.org/10.35384/jemp.v10i3.649
Parera, N. O., Susanti, E., & Manajemen, P. S. (2021). LOYALITAS NASABAH DARI KEMUDAHAN PENGGUNAAN MOBILE. 2(1), 42–52.
Retno Widowati, & Naufal Athalla. (2025). The Effect of Service Quality Perception and Price Perception on Customer Loyalty of the Gojek Application Mediated by Satisfaction. Neo Journal of Economy and Social Humanities, 4(1), 98–109. https://doi.org/10.56403/nejesh.v4i1.290
Rusydi, A. F., Ridwan, M., Ekowati, V. M., Supriyanto, A. S., & Johari, F. B. (2024). Customer Loyalty Based on Service Quality, Banking Image, and Fairness Mediating Role of Customer Satisfaction. Jurnal Aplikasi Bisnis Dan Manajemen, 10(3), 717–726. https://doi.org/10.17358/jabm.10.3.717
Sari, Y. P., Suharyat, Y., Sungkawati, E., Suwitho, & Luhgiatno. (2021). Loyalitas Pelanggan.
Sarimuda, S. (2022). Pengaruh Kualitas Layanan Mobile Banking Terhadap Loyalitas Nasabah Bank Bca Jambi Dengan Kebahagiaan Nasabah Sebagai Variabel Intervening. Jurnal Manajemen Terapan Dan Keuangan, 11(01), 132–146. https://doi.org/10.22437/jmk.v11i01.17272
Sembiring, I. W. (2025). The Effect of E-Service Quality on E-Customer Loyalty with E Customer Satisfaction as a Mediation Variable Case Study on the My BCA Mobile Banking Application. Eduvest - Journal of Universal Studies, 5(6), 6922–6935. https://doi.org/10.59188/eduvest.v5i6.51449
Setyorini, D., Tirtayasa, S., & Khair, H. (2023). The effect of brand image and customer relationship on customer loyalty mediated by customer satisfaction at primary school AL-ULUM. Jurnal Ekonomi, 12(01), 531–545. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Srisusilawati, P., Burhanudin, J., Anto, M. A., Kusuma, G. P. E., & Trenggana, A. F. M. (n.d.). Loyalitas Pelanggan.
Sugiyono. (2019). No Title.
Sugiyono. (2020). Metodologi Penelitian Kuantitatif, Kualitatif dan R & D.
Syafikah, N., & Asnawi, N. (2024). The Influence of Brand Image and Service Quality on Customer Loyalty with Customer Satisfaction as a Mediation Variable (Case Study: Scarlett Whitening Consumer in Malang City). American Journal of Economic and Management Business, 3(7), 163–173.
Top Brand Award. (2025).
Tsaqib, N., Azalia, K., Diamantha Kalila, R., Athallah Syahputra, R., & Ariyanti, T. (2024). the Influence of Service Quality, Perceived Ease of Use, and Trust on Customer Satisfaction in Using the Bca Mobile Banking Application. JEBI: Jurnal Ekonomi Dan Bisnis, 2(12), 2581–2595.
Velika, Y., & Adnas, A. (2025). the Impact of User Experience and Customer Satisfaction on Customer Loyalty in Bca Mobile Banking. ZONAsi: Jurnal Sistem Informasi, 7(2), 638–648. https://journal.unilak.ac.id/index.php/zn/article/view/24603
Adiatma, D. (2021). Pengaruh Brand Image dan Kualitas Pelayanan terhadap Keputusan Pembelian Jasa J&T Express. Jurnal Wacana Ekonomi, 20(3), 140–153. https://doi.org/10.52434/jwe.v20i3.1373
Al Zidane, M., Baidlowi, I., & Purnomo, A. H. (2023). Pengaruh Kualitas Produk, Kualitas Layanan Dan Citra Perusahaan Terhadap Kepuasan Konsumen Pada UMKM Dapur Keyra Kec. Puri Kab. Mojokerto. Lokawati?: Jurnal Penelitian Manajemen Dan Inovasi Riset, 1(5), 121–134. https://doi.org/10.61132/lokawati.v1i5.135
Alfath, S., Jushermi, J., & Noviasari, H. (2024). The Impact of Service Quality and Ease of Use on Customer Loyalty for BRILink in Pekanbaru City with Customer Satisfaction as a Mediating Variable. West Science Business and Management, 2(03), 875–881. https://doi.org/10.58812/wsbm.v2i03.1184
Andika, S., & Purnamasari, P. (2024). Pengaruh Variasi Produk, Promosi Dan Harga Terhadap Loyalitas Pelanggan. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 1539–1552. https://doi.org/10.31955/mea.v8i2.4189
Asyarotul Istnaini, & Fani Firmansyah. (2024). Determinasi Brand Image, Kualitas Layanan dan Digital Banking Terhadap Loyalitas Nasabah Dimediasi Kepuasan Nasabah BSI KCP Malang Soetta. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(7), 5164–5178. https://doi.org/10.47467/alkharaj.v6i7.2352
Atmini, N. D., Indradno, J., & Krisdiyanto, D. (2022). Faktor-Faktor Yang Mempengaruhi Kepuasan Nasabah Bank Bca Cabang Kranggan Semarang. Jurnal Ilmiah Manajemen, Ekonomi Dan Bisnis, 1(1), 28–36. http://ejurnal.provisi.ac.id/index.php/JIMEB
BCA. (2025). No Title.
Bimantaka, R., & Muthohar, M. (2023). The Effect of Service Quality, Brand Image, and Customer Satisfaction on Customer Loyalty on the Traveloka Application. Jurnal Economic Resource, 6(1), 214–220. https://doi.org/10.57178/jer.v6i1.649
Cantona, E. (2021). Pengaruh dari Brand Image dan Product Quality melalui Customer Satisfaction sebagai Variabel Mediator terhadap Customer Loyalty. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(5), 488. https://doi.org/10.24912/jmbk.v5i5.13290
Chandra, T., Chandra, S., & Hafni, L. (2020). Service Quality, Consumer Satisfaction, Dan Consumer Loyality?: Tinjauan Teoritis. In Angewandte Chemie International Edition, 6(11), 951–952.
Dewi Milasari, L., Setyadi, H. J., & Irsyad, A. (2023). Pengaruh Integritas Fitur dan Kualitas Layanan Terhadap Kepuasan Pengguna Aplikasi BCA Mobile di Kota Samarinda. JITSI?: Jurnal Ilmiah Teknologi Sistem Informasi, 4(3), 122–128. https://doi.org/10.62527/jitsi.4.3.173
Dwisetyawati, D., Krisdianto, D., & Utami Anastuti, K. (2025). PENGARUH KUALITAS PELAYANAN DAN PERCEIVED EASE OF USE TERHADAP LOYALITAS NASABAH MELALUI KEPUASAN NASABAH MENGGUNAKAN BYOND BY BSI. Sustainability (Switzerland), 11(1), 1–14. https://pubmed.ncbi.nlm.nih.gov/28459981/%0Ahttps://doi.org/10.1016/j.resenv.2025.100208%0Ahttp://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps:
Elisa Emeliya Sihombing, & Kartini Harahap. (2024). The Effect of the Effectiveness of Ease of Use and Customer Satisfaction on Customer Loyalty of Bank Sumut Mobile Banking Users in Medan City. Journal of Finance and Business Digital, 2(4), 601–614. https://doi.org/10.55927/jfbd.v2i4.6676
Euglezyano, G., & Murtiasih, S. (2025). Pengaruh Persepsi Kepercayaan, Persepsi Kemudahan Penggunaan, Persepsi Risiko, Persepsi Biaya Dan Positive Of Mouth (Wom) Terhadap Minat Menggunakan Aplikasi Mobile Banking BCA. Jurnal Ilmiah Mahasiswa Perbankan Syariah (JIMPA), 5(1), 29–52. https://doi.org/10.36908/jimpa.v5i1.455
Fatihudin, D., & Firmansyah, A. (2019). Pemasaran Jasa. Angewandte Chemie International Edition, 6(11), 951–952., March, 2–18.
Feliciana, F., Saparso, S., & Lizardo, J. (2024). The Effect of Service Quality and Mobile Banking Applications on Customer Loyalty with Satisfaction as a Mediating Variable in Suryopranoto Branch Bca Customers. Maneggio, 1(3), 10–22. https://doi.org/10.62872/7v0jrc24
Haq, M. A., Handayanto, E., & Rumijati, A. (2022). Influence of Service Quality, Ease of Use of Applications on Loyalty with Customer Satisfaction as a Mediation. Business Innovation Management and Entrepreneurship Journal (BIMANTARA), 1(02), 57–68. https://doi.org/10.22219/bimantara.v1i02.22367
Hidayati, N. (2024). Pengaruh Kualitas Layanan dan Kemudahan terhadap Loyalitas dengan Kepuasan sebagai Variabel Intervening. Skripsi, 15(1), 37–48. https://doi.org/10.30868/ad.v7i02.5133
Husain, F., Mansyur, S., Harris, S. N., Ardilla, F., & Sartika. (2025). Pengaruh Kemudahan Penggunaan dan Keamanan Transaksi terhadap Loyalitas Pengguna dengan Kepuasan Pengguna sebagai Variabel Mediasi pada Platform E-Commerce Shopee. PENG?: Jurnal Ekonomi Dan Manajemen, 2(2), 3530–3545.
Joseph F. Hair, J., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (Sixth Edition). In Gedrag & Organisatie (Vol. 19, Issue 3). https://doi.org/10.5117/2006.019.003.007
Keller, K. K., & Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. In Journal of Consumer Marketing (Vol. 17, Issue 3). https://doi.org/10.1108/jcm.2000.17.3.263.3
Ma’azzah, N., & Prasetyo, A. (2023). The Influence Of Experiential Marketing And Brand Trust On Customer Loyalty Through Customer Satisfaction As An Intervening Variable. Airlangga Journal of Innovation Management, 4(1), 219–228. https://ramaresearch.com/index.php/rama/article/view/4%0Ahttps://ramaresearch.com/index.php/rama/article/download/4/3
Mardiansyah, D., Zam Zam, A. M., Imron, D. F., Olek, O., & Jayanti, W. E. (2025). the Effect of Ease of Use of Mobile Banking Applications on User Satisfaction. Journal of Information Systems Management and Digital Business, 2(2), 149–156. https://doi.org/10.70248/jismdb.v2i2.1793
Merdekawati, I. (2023). The Influence of Service Quality and Customer Satisfaction on Customer Loyalty Pos Kupi Langsa. Journal of Social Science Utilizing Technology, 1(1), 1–10. https://doi.org/10.70177/jssut.v1i1.585
Mulya Setiabudi, G., Boanerges Tampi, J., & Gaby Jeisy, L. (2023). Dampak Kepercayaan dan Kepuasan Nasabah dalam Menggunakan Layanan Perbankan Elektronik BCA Terhadap Loyalitas Nasabah. Jurnal Manajemen Dan Organisasi, 14(2), 161–172. https://doi.org/10.29244/jmo.v14i2.41809
Nainggolan, N. P., & Johan. (2025). Effect of e-service quality , consumer trust , and brand image on the loyalty of bca m-banking users. 8(3), 620–627.
Nasib, N., Azhmy, M. F., Nabella, S. D., Rusiadi, R., & Fadli, A. (2022). Survive Amidst the Competition of Private Universities by Maximizing Brand Image and Interest in Studying. AL-ISHLAH: Jurnal Pendidikan, 14(3), 3317–3328. https://doi.org/10.35445/alishlah.v14i3.2037
Nurdiana, H., & Komara, E. (2024). Pengaruh E-Service Quality Terhadap E-Customer Satisfaction dan E-Customer Loyalty Pada Aplikasi Livin’ By Mandiri. Jurnal Ekonomi, Manajemen Dan Perbankan (Journal of Economics, Management and Banking), 10(3), 195–214. https://doi.org/10.35384/jemp.v10i3.649
Parera, N. O., Susanti, E., & Manajemen, P. S. (2021). LOYALITAS NASABAH DARI KEMUDAHAN PENGGUNAAN MOBILE. 2(1), 42–52.
Retno Widowati, & Naufal Athalla. (2025). The Effect of Service Quality Perception and Price Perception on Customer Loyalty of the Gojek Application Mediated by Satisfaction. Neo Journal of Economy and Social Humanities, 4(1), 98–109. https://doi.org/10.56403/nejesh.v4i1.290
Rusydi, A. F., Ridwan, M., Ekowati, V. M., Supriyanto, A. S., & Johari, F. B. (2024). Customer Loyalty Based on Service Quality, Banking Image, and Fairness Mediating Role of Customer Satisfaction. Jurnal Aplikasi Bisnis Dan Manajemen, 10(3), 717–726. https://doi.org/10.17358/jabm.10.3.717
Sari, Y. P., Suharyat, Y., Sungkawati, E., Suwitho, & Luhgiatno. (2021). Loyalitas Pelanggan.
Sarimuda, S. (2022). Pengaruh Kualitas Layanan Mobile Banking Terhadap Loyalitas Nasabah Bank Bca Jambi Dengan Kebahagiaan Nasabah Sebagai Variabel Intervening. Jurnal Manajemen Terapan Dan Keuangan, 11(01), 132–146. https://doi.org/10.22437/jmk.v11i01.17272
Sembiring, I. W. (2025). The Effect of E-Service Quality on E-Customer Loyalty with E Customer Satisfaction as a Mediation Variable Case Study on the My BCA Mobile Banking Application. Eduvest - Journal of Universal Studies, 5(6), 6922–6935. https://doi.org/10.59188/eduvest.v5i6.51449
Setyorini, D., Tirtayasa, S., & Khair, H. (2023). The effect of brand image and customer relationship on customer loyalty mediated by customer satisfaction at primary school AL-ULUM. Jurnal Ekonomi, 12(01), 531–545. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Srisusilawati, P., Burhanudin, J., Anto, M. A., Kusuma, G. P. E., & Trenggana, A. F. M. (n.d.). Loyalitas Pelanggan.
Sugiyono. (2019). No Title.
Sugiyono. (2020). Metodologi Penelitian Kuantitatif, Kualitatif dan R & D.
Syafikah, N., & Asnawi, N. (2024). The Influence of Brand Image and Service Quality on Customer Loyalty with Customer Satisfaction as a Mediation Variable (Case Study: Scarlett Whitening Consumer in Malang City). American Journal of Economic and Management Business, 3(7), 163–173.
Top Brand Award. (2025).
Tsaqib, N., Azalia, K., Diamantha Kalila, R., Athallah Syahputra, R., & Ariyanti, T. (2024). the Influence of Service Quality, Perceived Ease of Use, and Trust on Customer Satisfaction in Using the Bca Mobile Banking Application. JEBI: Jurnal Ekonomi Dan Bisnis, 2(12), 2581–2595.
Velika, Y., & Adnas, A. (2025). the Impact of User Experience and Customer Satisfaction on Customer Loyalty in Bca Mobile Banking. ZONAsi: Jurnal Sistem Informasi, 7(2), 638–648. https://journal.unilak.ac.id/index.php/zn/article/view/24603
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