Increasing Customer Loyalty Through Perceived Value, Digital Service Quality and Customer Satisfaction of Wonder by BNI Users (Case Study of BNI UNDIP Semarang Branch)

Abstract

This study aims to analyze strategies for increasing customer loyalty through the variables of perceived value, digital service quality, and customer satisfaction among Wondr by BNI application users, specifically at the BNI Undip Semarang Branch Office (KCP). The background of this research is based on the phenomenon of declining loyalty due to complaints about digital services and intense competition from digital banks and financial technology (fintech). The research method used was a quantitative approach with a survey. Sampling was conducted using an incidental sampling technique among customers using the Wondr by BNI application. Data were collected through a structured questionnaire with a Likert scale of 1-5 and analyzed using the Partial Least Squares (PLS) method to test the measurement model (outer model) and structural model (inner model). The results showed that all independent variables, namely perceived value and digital service quality, had average scores in the "Very High" category. Specifically, the indicator of ease of finding service information in the application received the highest rating. Data analysis confirms that customer satisfaction plays a significant role as a mediating variable, strengthening the relationship between digital service quality and perceived value on long-term customer loyalty. The study's conclusions emphasize that focusing on improving responsive application features, transaction security, and delivering value-for-money benefits is key to building loyalty in the digital banking era. Managerial implications suggest that BNI should continue to iterate features based on user feedback and strengthen employee digital literacy to maintain market share.