Implementation Of The Use Of Mybca And Blu Bca Digital Features On The Loyalty Of Millennial And Generation Z Customers

Lis Setyowati¹ Fransisca Faith Nadine Janetta Takasihaeng² Nuryadi³ Komarun Zaman⁴ Andrik Gastri⁵ Sam Toong Hai⁶Lelli Kisdayanti⁷

 ^1,2,3,4,5Sekolah Tinggi Ilmu Ekonomi Pemuda, Surabaya, Indonesia

INTI International University & College Malaysia

*e-mail:  lisasetyowati2021@gmail.com

Abstract

This study aims to examine the implementation of digital features in MyBCA and blu BCA on customer loyalty among Millennials and Generation Z. The objective is to understand how digital banking innovations influence customer satisfaction and long-term engagement. The research used a descriptive qualitative approach with a sample of Millennial and Gen Z users of MyBCA and blu BCA applications in Indonesia. Data were collected through questionnaires and interviews focusing on user experience, perceived convenience, security, transaction speed, design, and efficiency. The findings indicate that digital banking features—such as ease of use, application design, transaction speed, security, and effectiveness—have a positive influence on customer loyalty. Millennials and Gen Z perceive that fast, secure, and user-friendly applications enhance satisfaction and strengthen long-term relationships with the bank. Additionally, product innovation and personalized services were identified as key elements supporting loyalty. The study suggests that digital feature optimization and customer-centered innovation can serve as strategic foundations for banks to enhance customer loyalty and competitiveness in the digital era. These insights are valuable for policymakers and financial institutions aiming to strengthen their digital transformation strategies. The paper includes 25 references, 3 tables, and appendix related to survey responses and interview results.