PENGARUH INOVASI PRODUK DAN CUSTOMER EXPERIENCE TERHADAP LOYALITAS NASABAH DENGAN VARIABEL MEDIASI KEPUASAN NASABAH GEN Z PADA BANK DIGITAL (SEABANK) DI KOTA MANADO
DOI:
https://doi.org/10.35794/jmbi.v12i3.66182Abstract
The development of digital technology is driving the transformation of banking services, making product innovation and customer experience key to creating satisfaction and loyalty, especially for Generation Z who are digitally oriented and easy to switch services. This study aims to analyze the effect of product innovation and customer experience on customer loyalty, with customer satisfaction as a mediating variable, among Generation Z users of SeaBank in Manado City. This study employed a quantitative research approach using a survey method. The population consisted of Generation Z customers who actively use the SeaBank digital banking application in Manado City, with a total sample of 100 respondents. Data were collected through questionnaires and analyzed using Structural Equation Modeling based on Partial Least Squares (PLS-SEM) with the assistance of SmartPLS software. The results indicate that product innovation and customer experience have a positive and significant effect on customer satisfaction.
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