Research Article
The Role of Brand Attachment in Shaping Trust, Satisfaction, and Loyalty Towards Mobile Banking Services
@INPROCEEDINGS{10.4108/eai.30-11-2023.2348202, author={Dahmiri Dahmiri and Idham Khalik and Sylvia Kartika W.B and Rista Aldilla Syafri}, title={The Role of Brand Attachment in Shaping Trust, Satisfaction, and Loyalty Towards Mobile Banking Services}, proceedings={Proceedings of the 5th International Conference of Educational Science, ICONSEIR 2023, 30 November 2023, Medan, Indonesia}, publisher={EAI}, proceedings_a={ICONSEIR}, year={2024}, month={8}, keywords={brand satisfaction brand trust brand attachment brand loyalty bsi mobile}, doi={10.4108/eai.30-11-2023.2348202} }- Dahmiri Dahmiri
Idham Khalik
Sylvia Kartika W.B
Rista Aldilla Syafri
Year: 2024
The Role of Brand Attachment in Shaping Trust, Satisfaction, and Loyalty Towards Mobile Banking Services
ICONSEIR
EAI
DOI: 10.4108/eai.30-11-2023.2348202
Abstract
This research aims to analyze the impact of brand linkage as a mediator on the relationship between brand satisfaction, brand trust and brand loyalty among BSI Mobile users. Data was collected through a closed questionnaire distributed via the WhatsApp, Facebook and email platforms. Quantitative analysis with Structural Equation Modeling is used. The research results show that satisfaction, trust and brand influence BSI Mobile user loyalty. This research is limited to BSI Mobile customer respondents. Other variables that might influence loyalty are not considered. This research provides new insights into brand footprint as a mediator of brand loyalty, potentially increasing BSI Mobile customers.
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