THE INFLUENCE OF SERVICE QUALITY AND E-TRUST ON USER SATISFACTION AMONG LIVIN' BY MANDIRI MOBILE BANKING USERS IN MEDAN CITY

Abstract

This study aims to analyze the effect of service quality and e-trust on user satisfaction among Livin by Mandiri mobile banking users in Medan City. The rapid digitalization of banking requires banks to maintain service quality and electronic trust to improve user satisfaction. This research employs a quantitative method with a survey approach involving 150 active users of Livin by Mandiri in Medan City. The sampling technique used is purposive sampling with criteria that respondents have used the application for at least 6 months. Data were collected through online questionnaires and analyzed using SPSS version 25 with multiple linear regression techniques. The results show that service quality (β = 0.456, p < 0.001) and e-trust (β = 0.378, p < 0.001) have positive and significant effects on user satisfaction. The R² value of 0.623 indicates that 62.3% of the variation in user satisfaction can be explained by both independent variables. These findings provide practical contributions for Bank Mandiri management in improving digital banking strategies through enhancing service quality and building strong electronic trust.