From Benefits to Engagement: An Analysis of the Influence of Perceived Usefulness, Attitude, and Satisfaction on Digital Bank User Retention

Bank Digital has become increasingly popular recently, offering convenience and numerous accessible features to assist users with their financial processes. Bank Digital represent new business model in the banking world, requiring further study to determine whether initial adoption successfully creates a positive customer experienced that leads to continued use. In this research, satisfaction was used as a mediating variable. This study aims to identify factor influencing continued use intention by measuring it using moderating variable of Bank Digital satisfaction. The variable of usefulness and attitude toward use were also added as independent variable. The research method was quantitative, with respondent form Bank Digital users in Indonesia. Data were processed using SmartPLS. The result of this study indicate that all formulated hypotheses were proven or accepted, POU and ATT had positive and significant effect on satisfaction; POU and ATT had a positive and significant effect on continuance intention through satisfaction. The R-squared values of POU and ATT explain 71.4%, while POU, ATT, and Satisfaction collectively explain 64.2% of the variance in Continuance Intention. Bank Digital are expected to focus not only on attracting new users but also on retaining existing users so they remain satisfied and use Bank Digital continuously.