The Influence of User Experience, E-Service Quality, and Consumer Satisfaction on the Loyalty of Brimo App Users: A Case Study of Universitas Stekom Students
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The increasing use of mobile banking highlights the importance of understanding the factors that influence customer loyalty, particularly among university students who rely on digital financial services for routine transactions. However, the extent to which user experience, electronic service quality, and consumer satisfaction contribute to loyalty among students using BRImo requires further examination. This study aimed to analyze the effects of user experience, electronic service quality, and consumer satisfaction on the loyalty of Universitas STEKOM students using BRImo. A quantitative approach with a cross-sectional design was employed, involving 75 active students selected through purposive sampling based on their experience using BRImo for at least three months and conducting routine transactions. Data were collected using a structured questionnaire consisting of 20 items measured on a five-point Likert scale, with five items representing each construct. The data were analyzed using SPSS through validity and reliability testing, classical assumption tests covering multicollinearity, residual normality, heteroscedasticity, autocorrelation, and outliers, and ordinary least squares multiple linear regression, including partial t-tests and a simultaneous F-test at a significance level of 0.05. The results showed that user experience had a positive and significant effect on loyalty. Electronic service quality also had a positive and significant effect on loyalty, as did consumer satisfaction. These findings highlight the importance of delivering a positive user experience, reliable electronic services, and satisfactory banking interactions to strengthen loyalty among student users. The study provides practical insights for BRImo service providers in developing user-centered digital banking strategies to maintain customer relationships and encourage continued application use.
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