The Influence of Service Quality, Brand Image and Trust on Customer Satisfaction : A Study on Internet Banking Users in the City of Malang

The development of technology in the banking business with the using of internet banking applications have been widely carried out to improve service and customer satisfaction. Our research is focused on online banking customers in Malang, Indonesia, and we want to learn how factors like service quality, brand image, and trust impact their happiness. Information is gathered quantitatively in this study by use of questionnaires. One hundred respondents were chosen at random from those who had used an online banking app for at least six months. The method of data analysis using multiple linier regression with partial t test and simultaneous F test. As shown by the data, brand image and trust have a positive and statistically significant influence on customer satisfaction, whereas service quality has a positive but not statistically significant effect. Positive and substantial effects on customer satisfaction may be attributed to the confluence of the factors service quality, brand image, and trust. Brand perception is the most important factor.