Title:
Employee Loyalty to Mobile Banking: The Role of Social Influence, Facilitating Condition, and Educational Level

Authors:
Hafrizal Okta Ade Putra, Rafdi Tomi Rafles, Rahmat, Indonesia

Abstract:

This study aims to examine the effect of social influence and facilitating conditions on employee loyalty in using mobile banking services, with education level as a moderating variable. Using the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, this research focuses on employees in Batam City, a dynamic industrial area with high technological adoption and a diverse workforce. The study employs a quantitative approach with data collected through structured questionnaires distributed to 273 employees who actively use mobile banking. The results show that social influence has a significant positive impact on mobile banking loyalty, particularly when employees are influenced by coworkers, friends, or family who also use the service. Facilitating conditions, such as receiving salaries through specific banks and ease of access to digital infrastructure, also positively affect loyalty. Furthermore, education level significantly moderates these relationships, where employees with higher educational attainment are more likely to critically evaluate social recommendations and effectively leverage available banking technologies. The findings highlight the importance of both social environment and supportive conditions in fostering mobile banking loyalty, especially among educated users in urban industrial settings.

DOI: http://dx.doi.org/10.51505/ijaemr.2025.1403