ANALISA USER EXPERIENCE TERHADAP CUSTOMER LOYALTY DENGAN TRUST SEBAGAI VARIABEL INTERVENING PADA APLIKASI OVO DIGITAL PAYMENT

Defira Amadea Wongso

Abstract


Penelitian ini membahas Analisa User Experience terhadap Customer Loyalty dengan Trust sebagai Variabel Intervening pada Aplikasi OVO Digital Payment. Sampel penelitian ini berjumlah 108 responden pengguna aplikasi digital payment OVO minimal dua puluh kali dalam enam bulan terakhir dan pernah melakukan top-up saldo. Pengukuran dilakukan dari variabel User Experience (X1) dengan indikator Usability dan Emotional Impact, variabel Trust (Y1) dengan indikator Mobile application usability, Transaction security, The trustworthiness of organization dan Customer Loyalty dengan indikator say positive things about company, recommending the company to someone who seeks advice, dan continue purchasing. Hasil penelitian ini menunjukkan bahwa: (1) User Experience berpengaruh signifikan terhadap Customer Loyalty; (2) Customer Loyalty berpengaruh signifikan terhadap Trust; (3) User Experience berpengaruh signifikan terhadap Trust.

 


Keywords


User Experience, Customer Loyalty, Trust

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