The Effect of Perceived Usefulness, Promotional Value, and E-Service Quality on Customer Satisfaction of Generation Z of Digital Bank Users

Natasyah Natasyah; Faisal Umardani Hasibuan; Aqwa Naser Daulay

doi:10.55980/ebasr.v5i2.448

Authors

Natasyah Natasyah Department of Management, State Islamic University of North Sumatera, Medan, Indonesia
Faisal Umardani Hasibuan Department of Management, State Islamic University of North Sumatera, Medan, Indonesia
Aqwa Naser Daulay Department of Management, State Islamic University of North Sumatera, Medan, Indonesia

DOI:

https://doi.org/10.55980/ebasr.v5i2.448

Keywords:

Perceived Usefulness , Promotional Value , E-service Quality , Customer Satisfaction

Abstract

The rapid expansion of digital banking has intensified competition among financial service providers, making customer satisfaction a critical determinant of long-term success. However, prior studies have reported inconsistent evidence regarding the effects of perceived usefulness, promotional value, and e-service quality on customer satisfaction, particularly among Generation Z users. This study investigates the influence of these three factors on customer satisfaction among Generation Z SeaBank users in Medan, Indonesia. A quantitative research design was employed using a purposive sampling approach. Data were collected from 100 respondents through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that perceived usefulness is the strongest predictor of customer satisfaction (β = 0.556, p < 0.001), followed by promotional value (β = 0.252, p = 0.027). In contrast, e-service quality does not exert a significant direct effect (β = 0.173, p = 0.184). The model explains 93.1% of the variance in customer satisfaction (R² = 0.931), indicating substantial explanatory power. These findings extend the Technology Acceptance Model by demonstrating that perceived usefulness remains a dominant determinant of post-adoption satisfaction rather than merely technology acceptance. Practically, the results suggest that digital banks should prioritize functional value and meaningful promotional benefits while maintaining reliable service quality as a prerequisite for sustaining customer trust and competitive advantage.

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