Pengaruh kualitas layanan, ekuitas merek, citra bank Yang dimediasi kepuasan terhadap loyalitas Nasabah pengguna mobile banking bank Mandiri di surabaya

Every year Mandiri organizes Thank Goodness It 's Fiestapoin (TGIF) program to increase customer loyalty, so it can be said that customer loyalty is important in supporting the success of a banking business. With this in mind, researchers are interested in researching the factors that influence customer loyalty using Mandiri Mobile Banking in Surabaya. Based on previous research, this study examines service quality, brand equity, bank image mediated by satisfaction with the loyalty of customers of Bank Mandiri mobile banking users in Surabaya. The sample consisted of 100 respondents who were in the Surabaya area. Researchers used questionnaires to obtain data. The data obtained is analyzed using Warp PLS. The results showed (1) service quality had a significant effect on satisfaction (2) Service quality had a significant effect on loyalty (3) brand equity had a significant effect on loyalty (4) bank image had a significant effect on loyalty (5) satisfaction had a significant effect on loyalty. Keyword : Quality Of Services, Brand Equity, Bank Images, Satisfaction, Customer Loyalty