PENGARUH KEMUADAHAN AKSES DAN MANFAAT APLIKASI TERHADAP LOYALITAS MELALUI KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING DALAM MENGGUNAKAN APLIKASI MOBILE BANKING BRI DI PONOROGO (Studi Kasus Pada Nasabah Bank BRI Kantor Cabang di Ponorogo)

This study aims to analyze the effect of ease of access and application benefits on customer loyalty through satisfaction as an intervening variable in the use of BRI mobile banking applications in Ponorogo (Case Study on BRI Bank Customers at Branch Offices in Ponorogo). The research method used is quantitative with data collection techniques through questionnaires distributed to customers using the BRI mobile banking application. Data analysis was carried out using the Structural Equation Modeling (SEM) method to test the relationship between variables. The results of the study indicate that ease of access and application benefits have a significant effect on customer satisfaction. Furthermore, customer satisfaction acts as a significant intervening variable in mediating the relationship between ease of access and application benefits on customer loyalty. These findings indicate that increasing ease of access and benefits of mobile banking applications can increase customer satisfaction, which in turn increases customer loyalty. Therefore, BRI is advised to continue to optimize the features and ease of use of mobile banking applications in order to maintain and increase customer loyalty in Ponorogo.