Intention as a Mediator Between Loyalty in Online Banking: An Integrative Model of Perceived Risk, Trust, and the Theory of Planned Behavior

Abstract

This study examines the determinants of usage intention and loyalty in digital banking among university students, integrating key variables such as trust, perceived risk, subjective norm, perceived behavioral control, and attitude within the framework of the Theory of Planned Behavior. Using a quantitative approach and a mediation model based on Hayes' PROCESS macro, 316 validated surveys were analyzed through exploratory factor analysis. The results show that trust and subjective norms have both direct and indirect significant effects on loyalty, mediated by usage intention. In contrast, perceived risk negatively affects usage intention but has no direct impact on loyalty. The study highlights the importance of strategies that enhance trust and minimize perceived risk to strengthen user loyalty in digital banking.