Customer satisfaction sebagai mediasi pengaruh perceived value terhadap customer loyalty dalam pengguna OVO
DOI:
https://doi.org/10.17977/um066v1i42021p365-379Keywords:
Perceived Value, Customer Loyalty, Customer Satisfaction, Loyalitas Pelanggan, Kepuasan PelangganAbstract
The current payment system, the non-cash payment system, has many benefits and has become a new lifestyle for the community. With the variety of choices offered by electronic money services, companies need to make users loyal to the services provided. Some factors that influence customer loyalty are perceived value and customer satisfaction. The present study employed a quantitative approach with descriptive and explanatory research designs. Respondents involved in the study were 154 OVO’s users recruited using non-probability and purposive sampling techniques. They were selected using the Daniel and Terrel’s (1989) formula. The scale used in this study is a Likert scale. The instrument feasibility test employed validity and reliability tests. In addition, this study employed a classic assumption test in the form is normality and linearity test. Data analysis techniques were performed using descriptive statistical analysis and path analysis with IBM SPSS Statistics V23.0.
Sistem pembayaran saat ini, yaitu sistem pembayaran nontunai, memiliki banyak manfaat dan menjadi gaya hidup baru bagi masyarakat. Dengan beragamnya pilihan yang ditawarkan oleh layanan uang elektronik, perusahaan perlu membuat pengguna loyal terhadap layanan yang diberikan. Beberapa faktor yang mempengaruhi loyalitas pelanggan adalah nilai yang dirasakan dan kepuasan pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian deskriptif dan eksplanatori. Responden yang terlibat dalam penelitian ini adalah 154 pengguna OVO yang direkrut menggunakan teknik non-probability dan purposive sampling. Mereka dipilih menggunakan rumus Daniel dan Terrel (1989). Skala yang digunakan dalam penelitian ini adalah skala Likert. Uji kelayakan instrumen menggunakan uji validitas dan reliabilitas. Selain itu, penelitian ini menggunakan uji asumsi klasik berupa uji normalitas dan uji linieritas. Teknik analisis data dilakukan dengan menggunakan analisis statistik deskriptif dan analisis jalur dengan IBM SPSS Statistics V23.0.
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