The Role of Satisfaction on Mediating The Effects of Easier Usage and Benefit Perceptions to The Loyalty of Brilink Agents in Denpasar City

ABSTRACT: Seeing the unequal conditions of establishing access to bank services in certain areas, the Financial Services Authority (OJK) issued a program entitled Laku Pandai. BRI has the largest number of Laku Pandai agents, known as BRILink agents, compared to other bank agents. The purpose of this research is to discuss the role of satisfaction in mediating the influence of perceived ease of use and benefit perceptions on BRILink Agent loyalty. The theories used are Technology Acceptance Model (TAM) and Expectation Disconfirmation Theory. Perceived ease of use is defined as a measure of a person's trust in technology that is easy to understand and use. Benefit perception is the condition of a person who believes that using a certain technological system can improve his or her performance. Satisfaction is defined as the feeling of pleasure or disappointment that a person feels when obtaining performance results from a product or service. Loyalty can be described as a continuous process of establishing repeat purchasing relationships over the long term. This research is a type of quantitative research that is associative in nature. The population of this research is BRILink agents located in Denpasar City. The sampling technique used purposive sampling with asample size of 100 people. Data collection was carried out through a survey using a research instrument in the form of a questionnaire. The analysis technique in this research uses PLS-based SEM analysis. The research results show that all variables have a positive and significant effect. Satisfaction acts as a partial mediator in mediating the influence of perceived ease of use and benefit perceptions on the loyalty of BRILink agents in Denpasar City. The results of this research can provide an empirical contribution regarding the relationship between the variables of perceived ease of use, benefit perceptions, satisfaction, and loyalty for the development of consumer behavior theory. BRI Denpasar Branch management can improve the ease of operating technology on BRILink services.