The Effect of Customer Loyalty in Digital Banking Services: Role Satisfaction Factor, Customer Experience and EWOM

In the midst of changes in digital technology, customer behavior and development he business environment, BCA responds by taking strategic steps policies maintaining excellence banking services based on meeting needs through provision innovations digital-based products services. Attention to experience, increasing satisfaction electronic word mouth (EWOM) creates loyalty. This study aims analyze whether 1) influence efficiency, trust ease satisfaction. 2) EWOM. 3) loyalty EWOM towards loyal. The sampling technique uses a nonprobability with judgement method. A total 250 customers millennials were selected as respondents where questionnaire survey was conducted from December 2021 May 2022. Data analysis performed using SEM-LISREL tool. results this showed that first, experience affected satisfaction, meanwhile efficiency did not affect Second, Lastly, Customer loyalty, Keywords: ease, SEM,