THE INFLUENCE OF APPLICATION FEATURES AND SECURITY THROUGH TRUST ON BRImo CUSTOMER LOYALTY IN BANYUWANGI

ABSTRACT : This research objective is to determine the influence of application features and securitythrough trust on BRImo customer loyalty in Banyuwangi. This research used the Explanatory Research type.The population used in this research is all customers who use the BRImo application as of the end of December2022 at the BRI Banyuwangi office, totaling 89,333 customers. The sampling technique in this research used amultistage random sampling technique (multi stage sampling). In this study, the criteria used were customerswho happened to use the BRImo application and were financially registered, totaling 100 respondents. The dataanalysis method used Structural Equation Modeling (SEM) with the SmaprtPLS application. The researchresults showed that Application Features influence BRIMo Trust in Banyuwangi Regency. Security influencedBRIMo’s trust in Banyuwangi Regency. Application features influenced BRIMo customer loyalty inBanyuwangi Regency. Security influenced BRIMo Customer Loyalty in Banyuwangi Regency. Trust influencedBRIMo Customer Loyalty in Banyuwangi Regency. Trust mediated the influence of Application Features onBRIMo Customer Loyalty in Banyuwangi Regency. Trust mediated the influence of Security on BRIMoCustomer Loyalty in Banyuwangi Regency.

KEYWORDS : Application feature, security, trust, loyalty.