THE IMPACT OF DIGITAL SERVICE QUALITY ON BRIMO USAGE LOYALTY

Abstract

This study examines the impact of digital service quality on BRImo usage loyalty. The rapid advancement of digital banking requires financial institutions to enhance service quality to maintain customer trust and engagement. This research focuses on key factors influencing user loyalty, including system reliability, ease of use, transaction security, and service responsiveness. Using a quantitative approach, data were collected through surveys distributed to BRImo users and analyzed using statistical methods. The findings indicate that digital service quality significantly affects user loyalty, with security and ease of use being the most influential factors. Users tend to remain loyal to BRImo when they perceive the service as reliable, secure, and user-friendly. The study highlights that improving digital banking services by enhancing technological features, optimizing user interfaces, and strengthening security measures can effectively increase customer retention. Furthermore, continuous evaluation of user experience and proactive service improvements will contribute to sustaining long-term customer loyalty. Future research could explore additional variables, such as psychological and social factors, to provide a more comprehensive understanding of digital banking loyalty. The implications of this study emphasize the importance of digital transformation in the banking sector, particularly in addressing customer needs and expectations to maintain a competitive edge. By consistently enhancing digital service quality, financial institutions can foster stronger relationships with their users and ensure sustainable growth in the digital banking industry.