THE INFLUENCE OF SUMUT MOBILE DEVELOPMENT ON CUSTOM SATISFACTION AND CUSTOMER LOYALTY

GADIS ELDY AULIA, NPM 2101100070 (2025) THE INFLUENCE OF SUMUT MOBILE DEVELOPMENT ON CUSTOM SATISFACTION AND CUSTOMER LOYALTY. Tugas_Akhir(Artikel) Faculty of Economics and Business International Conference. pp. 418-428.

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Abstract

This study was used to measure the effect of sumut mobile development on customer satisfaction. Background Problems: this research is a quantitative study, the object used is Bank Sumut customers who use sumut mobile Novelty: This research was conducted using the sampling technique used was purposive sampling, one of the non-random sampling techniques. The number of samples used in this study were 100 respondents. Data analysis was carried out by applying statistical techniques to examine the relationship between mobile service development variables and their impact on customer satisfaction and loyalty. The design used in this research is hypothesis testing using structural equaitation model (SEM) – SmartPLS 3.2.9. Research Methods: The results of this study provide an explanation that the variables of customer satisfaction and the development of Sumut Mobile have an effect on customer loyalty. The findings of this study show a significant positive effect of the progress of Sumut Mobile on customer satisfaction, which in turn contributes to increasing customer loyalty. Finding/Results: These results contribute to the development of theory about digital services in the banking sector and offer practical implications for mobile banking service management. This research also highlights how crucial it is to improve the quality of mobile banking services as a strategic step to maintain and expand the customer base. Keywords: North Sumatra Mobile, Customer Satisfaction, Customer Loyalty

Item Type:	Article
Uncontrolled Keywords:	North Sumatra Mobile, Customer Satisfaction, Customer Loyalty
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	24 Nov 2025 07:00
Last Modified:	24 Nov 2025 07:00
URI:	http://repository.ulb.ac.id/id/eprint/1994

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