PENGARUH E-SERVICE QUALITY, E-TRUST DAN BRAND IMAGE TERHADAP CUSTOMER SATISFACTION APLIKASI BRI MOBILE

This study aims to determine and prove the influence of E-Service Quality, E-Trust, and Brand Image on Customer Satisfaction with the BRI mobile application. The background of this study is the existence of user complaints related to system disruptions, login difficulties, and data security issues that have the potential to reduce satisfaction. The research method employs a quantitative approach, distributing questionnaires to 170 active BRImo users. The results indicate that E-Service Quality, E-Trust, and Brand Image have a positive and significant impact on Customer Satisfaction. This means that the better the service quality, level of trust, and brand image, the higher the satisfaction of BRImo users. These findings support the Expectation Confirmation Theory (ECT), which states that satisfaction occurs when service performance meets or exceeds initial expectations. In this study, good service quality, maintained trust, and a positive brand image were proven to meet or even exceed user expectations, thereby increasing their satisfaction.

Keywords: E-Service Quality, E-Trust, Brand Image, Customer Satisfaction, BRImo.