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

Garant Fortino Widjieanto(1*),


(1) 
(*) Corresponding Author

Abstract


Analisa pengaruh user experience terhadap customer loyalty dengan trust sebagai  variabel intervening pada aplikasi DANA digital payment. Peneliti ini bertujuan untuk menganalisa pengaruh dari Pengalaman pengguna (User Experience) yang mempengaruhi Loyalitas pelanggan (Customer Loyalty) melalui kepercayaan  (Trust)  pada aplikasi DANA digital payment.Penelitian ini bersifat konklusif dan diklasifikasikan dalam jenis riset kausal dengan menggunakan pendekatan kuantitatif. Data dikumpulkan melalui online survey menggunakan instrumen kuesioner dengan respon yang dapat digunakan dari 170 responden. Responden adalah orang-orang yang memiliki dan menggunakan aplikasi DANA dalam jangka waktu 6 bulan terakhir ini minimal sebanyak 10 kali transaksi dan minimal top up Rp. 100.000,00. Data diolah menggunakan pendekatan persamaan model struktural dengan teknik Partial Least Square. Hasil dari penelitian ini memperlihatkan bahwa pelayanan pengguna dapat mempengaruhi loyalitas dari pelanggan tersebut yang disertai dengan kepercayaan pelanggan secara positif.


Keywords


: user experience , trust, customer loyalty.

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